Mizuno sought global direction for a multi-national advertising campaign to support the launch of their spring/summer collection. For Mizuno, everything starts with running, which then filters through all other sports. Their ethos is to expect more, to achieve something you couldn’t before and to advance sportswear.
We came up with several striking visuals for a campaign that was entitled ‘Run Beyond Limitation’. The visual is key, with little reliance on copy. Dramatically lit black and white images accentuated the athlete surpassing their own limits. They have outrun their own shadows, which mark the previous point of their best performance. The athletes bound on into the unknown, achieving what was previously beyond them. An overlaid image of the colourful product juxtaposes with the monochrome lead image, whilst the Mizuno logo rests on a sweep of blue.
Mizuno is one of the world leaders in providing a wide range of sporting equipment and apparel of the highest quality. They cater for professionals and enthusiasts of golf, tennis, volleyball, football, athletics, rugby, skiing, cycling, judo, badminton and boxing, but each year it is their running campaign that spearheads all sports creative.
The final visuals perfectly portray Mizuno as creators of a unique, high-quality product that is in harmony with the body and can help you to extend your endurance, and they formed the fundamental creative basis for an ad campaign that was seen across Europe.
For Mizuno, everything starts with running, which then filters through all other sports.