Mizuno USA sprints from running shoes into golf

This event report discusses how Mizuno, the sports brand, built on its success in the US running-shoe category as it sought to reach golfers of "average Joe" standards, but with great enthusiasm for the game.

Mizuno USA sprints from running shoes into golf

Geoffrey PrecourtWarc

The story of the Mezamashii Run Project – a socially-propelled initiative created by Durham, North Carolina, agency McKinney for Mizuno USA – has been the go-to case study for how to educate, inform and engage an audience with a product they otherwise might never have considered.

The campaign case study itself won an unprecedented five Silvers at the North American Effies, which made Mizuno the most effective brand in the region, according to the rankings of the Effie Effectiveness Index. In the Global Effie competition,...

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