Why Do You Wave?
Our social team conceived and executed the #MizunoWave social media contest, during which runners from all over the country were encouraged to share photos of themselves and explain why they wave. The contest reached over 3.6 million people on social media and garnered over 5,500 entries. The winner of the contest, Sean Peacock, had an incredible story, which we captured in a heartfelt social video.
AJC Peachtree Road Race
There are few stages in the world of running bigger than the AJC Peachtree Road Race, the largest 10K on the planet with over 60,000 runners. As one of the race’s primary sponsors, Mizuno tapped the Jackson Spalding team to handle planning and execution of the activations, including the unveiling of a limited edition Peachtree Wave Rider 19, our first shoe ever made specifically for the race.
Wave Rider 20
At Mizuno, evolution doesn’t stop, and the continuing transformation of the Wave Rider was no exception. In this scenario, Mizuno challenged us to rethink the traditional product launch for their cornerstone running shoe. Our solution was a three-part approach targeting traditional media, social influencers and the brand’s raving fans. Three distinct audiences, one core message: this would be the best Wave Rider created to date.
Better Shoe, Better You
Having built momentum from the launch of the Wave Rider 20, we pushed ourselves and the brand further still. We initiated the #Mizuno20Day campaign for the new year, challenging fans to set goals and run them down. For 20 days, people demanded the best from themselves and each other. They shared their challenges, defeats and sweet victories on social media. As the campaign came to a close, we captured the best moments on Mizuno’s blog, The Insider.
JS organized fitness-focused events for active lifestyle influencers at major sporting goods retailers in Atlanta and Dallas. Each influencer shared their experience through their blogs and social posts, drawing more attention to the brand. In addition, we organized a Twitter chat through the influencer agency, Sway Group, during which #Platinum20 trended for nearly an hour.
We’ll Keep on Waving – Together
Constant improvement is the runner’s mantra, and settling for second-best is never an option. That’s exactly how the Mizuno brand thinks. With its appetite for relentless refinement and Jackson Spalding’s commitment to finding a better way, we’re both ready for whatever comes next.
social media impressions for the Wave Rider 20
impressions for the shoe on Runner’s World & Competitor
social media engagments for the #Mizuno20Day Challenge
influencer blog post views for Wave Rider 20
Meet the JS team that works tirelessly alongside our amazing clients to help Mizuno tell its story across all brands from Running and Golf to Baseball, Softball and Volleyball.