How do you take a brand famous in another category and immediately give it credibility for the most hardcore consumers with minimal media budget? Return it to its roots.
Build on insights about animalistic nature and cult status of running softened by "participation trophy" culture, we gave the Pearl Izumi running brand a voice through a Manifesto-style print campaign. It ran only in top running magazines and spurred enough conversation to garner free PR.
The "We Are Not Joggers" ad features the shoe I wore while training for the Bolder Boulder 10k.