New Balance just launched a new collection of Canada-exclusive 574s and to celebrate, they gave free pairs to everyone in Canada — Canada, Kan. that is.

The small town is about 60 miles from Wichita and had a population of just 108 in 2014, but that didn't stop New Balance from treating its residents to an awesome surprise. The reactions in the clip are priceless, especially towards the end when one woman says "We're sneakerheads now, you're right."

While we wouldn't go quite that far, this is definitely one of the most creative promotional tactics we've seen as of late. The "Woods Pack" 574s have already sold out from New Balance Canada's website, so you'll have to try your luck in store.