Mizuno Running Leverages Albert Einstein to Describe its Unique Development Philosophy Leading to "A Brilliant Run"
November 1, 2011
Seven-Figure, Integrated Campaign to Launch the New Wave® Rider™ 15 Includes an Interactive Parallax Website (IfEinsteinRan.com), Advertising, Event, Social Media, Public Relations and Video Elements
Norcross, GA (November 1, 2011) –Mizuno Runningis channeling Albert Einstein’s persona and genius to illustrate the company’s unique design and development philosophy that guided the new Wave® Rider 15™ running shoe. Now in its 15thgeneration, Mizuno’s Wave Rider franchise, introduced in 1996, has served as the company’s franchise model as they have grown to be a top performance running brand.
This seven-figure fully integrated marketing campaign, titled “A Brilliant Run”, includes a unique interactive Parallax website, www.IfEinsteinRan.com, as its centerpiece. IfEinsteinRan.com offers visitors a host of content, including videos, and a list of “Mizuno’s Law”, a definitive set of truths that form the pillars of Mizuno’s running ideology, directing and shaping their ongoing product-design and development efforts. When visiting the site, users will find episode one of a two-part “A Brilliant Run” video where Einstein endeavors to solve the mystery of the ultimate run. Episode two, scheduled to be unveiled on the website on Nov. 21, offers the story’s conclusion. Einstein’s solution comes via observational research, and ultimately produces Mizuno’s theorem, (R+Id+E), for “A Brilliant Run.”
“We are excited to present the Wave Rider 15 in such a creative and compelling manner, while also making the strategic connection between the exacting principles of Einstein, and the exacting standards Mizuno maintains for its products,” said Jessica Klodnicki, Vice President Brand Marketing and Management, Mizuno USA. “Mizuno spares no resource in its research, discovery and development efforts to produce products that are unparalleled in quality and performance, much in the way that Einstein committed his lifetime to similar investigative and scientific principles. We are excited to bring this all to life, and engage runners through the ‘A Brilliant Run’ campaign.”
The IfEinsteinRan.com website is an interactive attraction in and of itself. As visitors move through the sites pages and various content attractions, they will accrue “Runners IQ points” for engaging with the content on the site. By reaching various point levels, visitors will be entered to win a variety of Mizuno running prizes, with a chance of winning the grand prize, a complete head-to-toe Mizuno running ensemble.
The campaign includes a heavy focus on digital and print advertising across leading running websites and publications, and a suite of retail marketing elements that will be showcased across running retail locations, including Einstein-themed point of sale materials and premium items. Additionally, Mizuno will showcase the campaign the week of the New York City Marathon at its New York City Marathon Expo booth, and with a unique guerilla-marketing presence at the Marathon itself.
Mizuno’s Public Relations Agency, Leader Enterprises, developed, and will execute the entire “A Brilliant Run” campaign. In addition to the digital, print, and video executions, Leader Enterprises will also be implementing an all-out public relations blitz that targeted a wide variety of national and regional media.
Mizuno’s Wave Rider 15 will be available in stores beginning on December 5th, 2011. Mizuno is offering three color options for both men’s and women’s models. The Limited Edition Ruby color, which commemorates the 15thanniversary of the shoe, will be available November 1st, 2011 at select retail locations. The suggested retail price for the Wave Rider 15 is $114.99.
Mizuno USA, Inc. is a wholly owned subsidiary of Mizuno Corporation, one of the largest specialty sporting goods manufacturers in the world. Mizuno USA, Inc. manufactures and distributes golf, baseball, softball, running, track & field, and volleyball equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Norcross, Georgia.
# # #