In Denmark were the first AXE Running took place thousands of people were exposed to the stunt. The immediate reactions from the crowd and the low media expenses are now resulting in the planning of a Nordic and European tour of AXE Running events including towns like Stockholm, Oslo, Copenhagen, Paris, Barcelona etc.

Every year Europe’s largest women’s running event takes place in Denmark. This year more than 6.000 women participated in the race and an enormous crowd along the roads was following the event.Immediately after the race begins, a man in an AXE T-shirt jumps over the fence approximately 100 meters after the Starting Line. He begins to spray himself with AXE deodorant and starts to run along the route when the 6.000 women get near him.From the point of view of the spectators along the road, they saw a man – wearing an AXE T-shirt – that was being hunted by over 6.000 women.

The Nordic AXE brand manager wished to capitalize on the worldwide AXE Effect advertising by using other - and less expensive - media channels. This is because of the small Nordic budget.