This campaign gives me more motivation to wake up early and go for a run. Too bad my local beach won't be one of the remote locations with a digital pop-up store. Peak Performance launched a creative campaign revolving around the Magic Hour -- just before sunrise and again before sunset -- targeting cyclists, golfers, ramblers, runners, trekkers and walkers. The virtual pop-up shops will offer Peak’s Spring Summer collection free to anyone who can find them, and the brand is not making it easy. Locations include mountaintops, a golf course and a lighthouse on a small island, and were selected for their beautiful Magic Hour views. The virtual shops use GPS in smartphones to help consumers determine when they are in the right location. Once there, the pop-up shop is unlocked and clothes can be claimed. The claimant receives a voucher to be redeemed at peakperformance.com. Visitors not at the correct location or outside Magic Hour can only preview the clothes. CatchMagicHour.com displays the shop locations, distances, opening hours, a catalog and how many items are left to claim. Perfect Fools Stockholm created the campaign.