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.”
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.”
