byLarry EderMizuno USA has hired a an ad agency to develop their marketing and advertising programs. Mizuno running has been quietly picking up some strong athletes, with both Antonio Vega and Serena Burla, two of the top new American distance runners, and their strong product, we look forward to seeing some exciting new programs from BooneOakley. The challenge today is to figure out how to have one’s brand stand out, support the local dealer base, and use an integrated media platform, using the best of print, digital and social networking, to reach our diverse market!
MIZUNO USA DRAFTS BOONEOAKLEY
Norcross, GA (February 4, 2010)—After a three-month review, Mizuno USA, Inc., has named BooneOakley, Charlotte, NC, as advertising agency of record. Initial work, breaking in fall 2010, will combine traditional and especially online media in an effort to attract sports enthusiasts who may be new to the Mizuno brand. The campaign will be supported by a budget increase over 2009, and will integrate all Mizuno USA divisions, namely Running, Diamond Sports (baseball, softball), Golf and Volleyball.
Selection was based on a presentation of creative credentials. Mizuno USA President Bob Puccini states, “BooneOakley demonstrated a capability to capture the essence of Mizuno’s unique brand story in interesting and compelling ways, and with specific relevance to our respective consumer targets. As a competitive sports company, we are always mindful of the extra value and emotion a brand needs to bring to the party in order to attain and retain loyalty, especially a “challenger†brand such as Mizuno. We saw that drive and heart in BooneOakley’s work. They’re fired up. We’re fired up.â€
BooneOakley president Phil Smith adds, “As an agency we like passion brands, and our research tells us that Mizuno is a brand people are passionate about. Our job is simple: just get a few million more athletes on the Mizuno bandwagon.â€
BooneOakley is a full service, independent advertising agency, with clients including Bloom, Wave Energy Drink, ISS Research, CarMax, and Visit Charlotte. BooneOakley was recognized as the 2009 Southeast Agency of the Year by Advertising Age Magazine. For more information, visit www.booneoakley.com
Mizuno USA, Inc. is a wholly owned subsidiary of Mizuno Corporation, one of the largest specialty sporting goods manufacturers in the world. Mizuno has a strong, passionate following with performance minded athletes, and is well respected for its product quality and innovations. Mizuno USA, Inc. manufactures and distributes baseball, golf, softball, running, track & field, and volleyball equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Norcross, Georgia.
