I’m back from Atlanta, tired but extremely grateful for the chance to go and learn more about Mizuno as a company.
Previously I had liked Mizuno just because I loved their shoe – I could run my booty off in it, not get injured, and it was affordable enough to get a new pair when needed. simple as that.
But over the past couple days I learned a little more about the brand and what they stand for.
1. They’re embracing who they are
“Mizuno” isn’t just a weird sounding word that looks cool on a shoe. It’s a fourth generation family name; the company was started over 100 years ago by two brothers in Japan. It’s a Japanese company and they’re embracing that instead of ignoring their history or pretending to be something else.
2. They’re staying true to who they are – a running company
I repeatedly heard the statement that “We need to be the best version of ourselves, not another brand”. When talking about products, they continually ask how it helps the runner and how it creates a great run, not how is this keeping up with the competition, what the market’s doing and what’s trending.
For example, I opened my loud mouth and told a bunch of Mizuno people that they should create more lifestyle running clothes for women – the sorta Lululemon look that you can run in and wear around town, stuff that’s cute and yoga-ish looking but functional too. They were very gracious and appreciated my input while reiterating the foundational idea that they’re about running and performance clothing that enhances a great run, not necessarily running your kids to school.
And while I’d love some drapey, burnt out tees and fabulous lounge pants from Mizuno, I also dig that they’re sticking to their mission and core about who they are.
{Instagram – WR 16s making out}
3. They believe in the transformative power of running and believe it can “Transform the World”
When I first heard their slogan “Transform Your Run, Transform The World” I was like, Stop drinking the Koolaid and calm down a little, you ambitious overachievers; it’s just running.
And then I started hearing the stories from people who had written to Mizuno and from the many running stores represented at the event… a woman who went through a terrible divorce and found running and a supportive community at her local running store. In the process she gained back her self-esteem, lost weight, became a runner and made new friends and a new life for herself… stories like the Bret, Unbroken article from Runner’s World – incredible stuff. By the way, if you haven’t read that story, do it; the first time I read it I got all teary-eyed.
Mizuno truly believes in the ripple effect of a great run that makes your day a little better and you in turn have a positive effect on someone else and so on.
{Instagram: MIZUNORUNNING}
4. They’re all about their product
Ever notice that Mizuno doesn’t have massively huge marketing campaigns? That they’re not all over the TV with hip commercials? Mizuno believes that the best advertising is word of mouth and that means having an amazing product that people want to talk about. So that’s what they invest in: creating the best running shoe that’s going to enhance your run.
For them, having that Mezamashii (brilliant run) is when the shoe just melts off your foot, where you’re running and not thinking about your shoes: they’re just an afterthought. That means being the industry leader in lightness – a clunky, heavy shoe is going to be hard to disappear off your foot, no?
On a side note, I can not wait for the new Wave Rider 17 to come out next year – it’s going to be lighter than ever and I will probably die of excitement.
5. They’re fun people who love what they do
Someone told me, If I was here to make money, I’d go work for one of the “big” brands. Everyone I met was so passionate about not only Mizuno but running in general and the idea of getting more people to experience it. There were some incredibly fast and talented runners at the event, but PR’s and times weren’t even mentioned (I might have done a little online stalking); it was all about this INclusive community that anyone can be a part of. I love that.
As women sometimes we struggle with thoughts of “I’m not fast enough, I’m not serious enough, I’m not good enough to….” and unlike some sports, running is a sport that is open to anyone and anyone can become a runner. That’s sorta awesome.
If you had any advice, opinion, feedback (products you like, want changed, don’t like, would like to see in the future, etc) to give Mizuno, what would it be?
Skinny Runner
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