How Mizuno used an influencer strategy to become North America's most effective brand

Geoffrey Precourt

Read more about Mizuno's winning strategy in its Mezamashii Run Project case study, winner of five Silvers at the North American Effies 2013 – an achievement that made Mizuno the most effective brand in North America according to 2013 Effie Effectiveness Index rankings.

It's not the stuff you'll find in a brand-building textbook:

  • Step one: Cut the marketing budget in half;
  • Step two: Take the money you saved and spend it giving the product away to prospective customers.