Pearl iZumi: Breeders
The "Breeders" campaign evolved to demonstrate how the running gene pool has been watered down with jogging. It reminds runners to keep running alive. Being a runner takes guts, discipline, and sacrifice. But a little help from mom and dad doesn't hurt. At ITSaRUNNER.com, users could "create" their very own run child. The online experience allowed them to choose a couple of traits they'd like to pass down to the next generation of runners and share the little runner they had created.
