Pearl Izumi is a teeny tiny challenger in a running shoe category that's dominated by the likes of Nike and adidas. But unlike the big brands, Pearl doesn't have to be all things to all people. They make serious running shoes for serious runners, and they're quite comfortable with drawing a line in the sand between the aggressive, animalistic nature of running and the casual, manufactured fad of jogging.
We stirred up the running community by pointing out the differences between runners and joggers. We even playfully suggested that joggers may be watering down the gene pool and we encouraged runners to mate with other runners. We also created an app to help serious runners in the underground racing culture put on their own unsanctioned races. In the end, the work encourages everyone to Run Like an Animal.