Mizuno: What if everyone ran?

This case study explains how Mizuno, a sportswear and equipment brand, took a new approach to the running category in the US to increase brand familiarity.

Mizuno: What if everyone ran?

McKinney

Summary

FOLLOW THE CONVERSATION in the running world and you'll quickly see that it focuses almost exclusively on individual benefits. Typical magazine article: How to improve your 10k time.

Typical advertising message: Running makes you happier. Typical scientific study: Running strengthens your memory. Typical social media post: I ran 5 miles today and I feel great!

So the planning team posed a question: What if we flipped this conversation? If running helps runners in all these ways, how does that, in turn, help the people around them? How could running help the world? This...

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