Armand Duplantis clears a wall of products in promotional event

World record holder in pole vaulting, Armand Duplantis, successfully cleared a 5.50-metre-high, 12-metre-wide wall made of 3,000 Lidl products in Stockholm. The event, held at the Sätra Friidrottshall, was organized as a marketing challenge initiated by Lidl following Duplantis’s performance at the Diamond League in Shanghai. The wall was constructed using various Lidl own-brand products, including food items like Vemondo, Crownfield, and Alesto, as well as non-food brands such as Silvercrest and Parkside. Reports indicate that Duplantis completed the jump on his third attempt. The promotional stunt was intended to highlight the company's product range, which operates in over 30 countries. Unlike standard competition jumps that involve a thin bar, this obstacle consisted of a dense wall measuring 30 centimetres in depth. The challenge was coordinated via Instagram communication between the discounter and the athlete.