Mizuno

McKinney *Lead Agency

Jonathan Cude - Partner, EVP, CCO
Mark Belot - Acct. Director
Will Dean - Assoc. Creative Director, Art Director
Brian Fox - Producer
Robyn Gunn - Copywriter
Becky Minervino - VP, Group Strategy Director
Naomi Newman - Sr. Producer
Lindsey Neeld - Asst. Acct. Planner
Jim Reath - EVP, Group Acct. Director
Josh Souter - Creative Technologist

Mizuno had just 7% brand favorability, a running shoe that felt hard and stiff on the sales floor and 1% of the industy's ad spend to work with. But they knew that runners logging more than 20 miles a week would prefer Mizuno shoes if they could just TRY them instead of merely TRY THEM ON. When a word-of-mouth campaign called The Mezamashii Run Project put shoes on running feet, both favorability and store sales increased. And a sustainable community of fans who are now wear-testing Mizuno products was born.