Mizuno: Mezamashii Run Project

Category: Influencers
Brand/Client: Mizuno
Lead Agency: McKinney

For more insights into Mizuno's Mezamashii Run Project campaign, read How Mizuno used an influencer strategy to become North America’s most effective brand.

State of the brand's business

Mizuno running was virtually unknown in the U.S., with just 7% brand favorability (source: client brand tracker).

Nike, Reebok, Adidas, New Balance, Brooks and Asics spent a combined $144 million advertising running shoes from June 2011 to June 2012 (source: Kantar Media Strategy, 8/28/12). Mizuno had just 1 percent of that with which to make a difference.

Mizuno running shoes are stiff (for a reason) so they don't feel as cushy and comfortable as the other brands. As a result, people trying on Mizunos in the store tend to prefer other brands (source: agency research).

Strategic challenge