For over a century Japanese sports brand Mizuno have been constantly improving their products to enhance the performance of athletes.
To mark their 110th year we created a campaign that expressed their heritage and philosophy, together with tools to tell product stories across print and digital advertising; retail marketing materials; online channels and PR.
Mizuno have a deep pride in their rich, authentic Japanese heritage and history. Continuously challenging themselves to innovate products they pride themselves as being ‘restless perfectionists’, driven by a determination to constantly improve. This is a story we knew would resonate with athletes and paralleled their own motivations.
This positioning was translated into a new call to action for both Mizuno and their athletes – 'Never Stop Pushing' which was constantly reinforced through imagery and product benefits.