Mizuno USA has appointed 22squared as its agency of record (AOR) in the Americas region, following a competitive review.

Effective immediately, 22squared will serve as Mizuno USA’s AOR on all advertising and marketing communications, including creative, strategy, media planning and buying, content creation and social media.

“We are thrilled to bring our unique integrated capabilities to the Mizuno brand,” said Richard Ward, CEO of 22squared. “They were looking for a nimble agency with the ability to effectively blend creative with the many platforms available to reach today’s active consumers, and we are looking forward to delivering on all counts.”

In addition to 22squared’s robust integrated offering, it was also their deep understanding of a challenger brand like Mizuno that helped land the national business. The client and agency also found common ground in their passion for sports and dedication to an active lifestyle. The account will be led by 22squared’s Ed Klein EVP, Executive Group Director.

“We found the right partner for our business in 22squared,” said Bob Puccini, President of Mizuno USA. “Being able to micro-target consumers and inspire in the social space is critical to our future success and brand evolution. Moreover, at Mizuno, we are guided by our belief in sports’ ability to enhance and transform people’s lives for the better. We are confident that 22squared will create exciting and compelling messages that brings this belief to life.”