Mizuno USA, Inc. announced its public launch of The Mezamashii Run
Project, an organic word-of-mouth running community that brings
brilliant running to life. This community provides a unique avenue for
runners to engage the brand, as well as each other in a way that Mizuno
has never done before.  “Mezamashii” is a Japanese word that translates
to “brilliant” or “eye-opening,” and is deeply rooted in the Japanese
heritage of Mizuno, which was founded in Osaka, Japan in 1906.  

The
Mezamashii Run Project lives on MizunoUSA.com, and is meant to provide
members a two-way dialogue with Mizuno, and opportunities to influence
the future direction of both product and marketing.  By becoming a
member, consumers will get designer Q & A sessions, sneak peeks of
new Mizuno products, wear-test opportunities, and behind-the-scenes
video content.  By joining the community, members enter for a chance to
win a pair of Mizuno shoes, as well as an all-expenses paid trip to the
2012 Osaka Marathon in Japan, of which Mizuno is an official sponsor.

“The
Mezamashii Run Project is a running community that brings the Mizuno
experience to you, and helps put Mizuno running shoes on runners’ feet,”
said Vicky Wilkens, Brand Marketing Manager, Mizuno USA Running.  “We
can tell you everything that we want you to know about our shoes, but
the Mezamashii Run Project allows runners to come to their own
conclusions.  We are that confident that our running shoes will speak
for themselves.”

The initial phase of The Mezamashii Run Project
began back in May, when groups of hand-picked “running influencers” were
mailed an exclusive, individually numbered invitation, granting them
access to The Mezamashii Community via a secure website.  Once
registered, invitees could redeem their complimentary pair of Mizuno
running shoes, featuring Mizuno’s award-winning and patented Wave®
Technology. These founding members were also given the opportunity to
invite others into the community to claim to their own footwear.  After
several weeks of community growth, the next phase of the Mezamashii Run
Project begins, where the general public is now invited to join.

“Ultimately,
the Mezamashii Run Project is about helping runners enjoy more
brilliant running,” said Fritz Taylor, Vice President and General
Manager, Mizuno USA Running.  “We are excited about the evolution of the
campaign, as we bring brilliant running to life.  We encourage runners
to come join us.”

Mizuno
USA’s advertising agency, McKinney, developed the look and feel of the
Mezamashii Run Project, playing off the Japanese Kanji writing style. 
The campaign includes print and digital advertising, with print media
being placed in Runner’s World, Women’s Running, Running Insight and
Endurance Sports Media, and digital media on MapMyRun.com,
Runner’sWorld.com, Active.com, and RunningTimes.com.  The print campaign
will be carried out at retail, with Mizuno’s network of running
specialty retailers across the country featuring point-of-purchase and
window advertising versions of the print campaign.  Mizuno USA has
charged its Public Relations agency-of-record Leader Enterprises with
implementing an all-out public relations blitz that targets a wide
variety of national and regional media.

To learn more and join The Mezamashii Run Project, visit: www.mizunousa.com/mezamashiirunproject.