Objective:

Pearl Izumi wanted to appeal to hard core runners. But the sport of running, or more specifically, the marketing associated with it, has been anything but hardcore. In fact, running has been completely hijacked by the milquetoast jogging/wellness/fitness craze, and this was reflected in the campaign being run by Pearl Izumi competitors. So Pearl launched an attack on jogging, a blasphemous move by industry marketing standards, but one that had the target (elite runners) buzzing, and more importantly, buying Pearl Izumi shoes.

Target Audience:

Hard core runners. Men and Women ages 18-54. They have a competitive drive and seek out equipment that best helps them accomplish their goals.

How Magazines Were Used:

Vertical running magazines are a key driver of running culture. To have credibility in the running category, it was crucial that Pearl Izumi have a presence in key category publications. They were making a strong statement about the brand and needed it to resonate with as many runners as possible. Running magazines were the obvious choice.

Results:

Pre-season orders for 2008 product were up 100% over 2007.

Industry Awards:

27th Annual Kelly Awards Finalist

Other Recognition:

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