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,...