Mezamashii Run Project
Mizuno had just seven percent brand favorability, a running shoe that felt hard and stiff on the sales floor and one percent of the industry's ad spend to work with. But they knew that runners 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.
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