Mizuno Running: The Mezamashii Run Project

This case study demonstrates how Mizuno, a running shoe brand in the US, with a limited media budget, set out to convince runners to give their running shoes a chance.

Mizuno Running: The Mezamashii Run Project

Walt Barron and Swapnil Patel

Campaign details

Brand owner: Mizuno USAAgency: McKinneyBrand: Mizuno RunningCountry: US

Executive summary

This case study demonstrates how Mizuno, with almost no media budget, set out to convince runners to give their running shoes a chance. Given that the shoes' benefits were only felt when out on the road rather than when tried on in the shop, runners needed to be encouraged not simply to try the shoes on, but to try the shoes out. By embracing the challenge,...

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