Pearl is a teeny-tiny player in a running shoe industry dominated by the Nikes, Reeboks and New Balances of the world. They needed to create buzz and draw a very clear line in the sand to make the most of their limited marketing budget. Fortunately, they have one clear advantage: they make shoes for serious runners. Not joggers. The "Run Like an Animal" campaign showcased the true, raw, gritty side of running; not the faux, glamorous, no-sweat, everyone-smiling side of running.