Sportswear store is a joint venture

If you work out regularly, you’ll have noticed that you always leave the gym with a smile on your face and a spring in your step. That’s because exercise releases natural drugs like dopamine and serotonin into your system. Which is also the way MDMA (molly, ecstasy, disco biscuits, whatever) works. So why not just hit the treadmill? That was the thinking behind a pop up store created in Amsterdam – of course – by sportswear brand Bjorn Borg, which allowed visitors to swap their drugs for sports kit. A provocative way of reminding people that doing sport is better than taking drugs.