Mizuno: Japan Engineered
Brand Campaign
Championing authentic Japanese craftsmanship in the Asian region, Mizuno's brand equity had been diluted as it was primary sold through distributors. Bridging the association of true craftsmanship with the aesthetics of Japanese elements for Mizuno’s Spring/Summer 2015 product campaigns, the campaign comprised of metaphors for Japanese elements that tie them to the unique selling propositions of the products. The visuals are showcased on easy to adapt key visuals that eventually were cascaded to the product line’s individual campaign launches, brought to life through adaptations like social media content visuals, point of purchase materials, and visual merchandising themes.
The Daruma doll has intriguing physics aside from its auspiciousness: It stands gradually back upright when pushed to lay flat. This movement is a perfect illustration for a stable ride the Wave Inspire 11 provides for runners.
Japanese carp streamers or “Koinobori” flies high and dry as air comes in on one side and exits the other. Similar to Mizuno’s Drylite Premium Tee’s quick ventilation system, the athlete is set for performance as the shirt stays dry, airy and lightweight from sweat.
Mizuno Golf’s Performance Fitting System help golfers gain their confidence with their posture and play through custom-fitting. Similar to Japanese martial arts, a warrior’s Kamae, which translates approximately for “posture” in Japanese, is a way to gauge their knowledge with their craft and confidence with their fighting abilities and weaponry.
The bamboo or “Take” is an ever-graceful plant that is understatedly powerful. It bends resiliently similar to how the parallel wave in Mizuno’s Wave Rider shoe can withstand long runs, aiding the runner for a long comfortable ride as it bounces and bends with each stride effortlessly.
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