Pearl iZUMi

Pearl Izumi is for nonconformists. The 50-year-old brand that built its reputation on cycling gear broke into the running category five years ago. Competing as a fringe brand alongside category giants such as Nike and adidas, Pearl Izumi today enjoys a loyal following of no nonsense runners. We created integrated campaigns such as "Run Like An Animal", which made it clear that Pearl Izumis were not meant for the no-sweat everyone-smiling "runners" who were really joggers; and "Breeders", which demonstrated that the running gene pool had been watered down with jogging and reminded runners to keep running alive. Pearl Izumi's run footwear business went up 20% in 2008 and orders within existing accounts doubled from 2007-2008. Our new Facebook App and upcoming Print campaign embodies the philosophy of proving it not just saying it. The App speaks to the underground racing culture fed up with the red tape of mainstream races. It enables them to plot their own courses and put on their own races to pursue true running. See some highlights here.