Mizuno had plenty of experience in developing high-performance, hi-tech sports wear. But they wanted to enter a new, tough market: rugby kit. They were ready to offer exclusive deals to their database of industry professionals – but they needed more than this to really capture people’s attention.
We worked closely with the Mizuno team to develop a launch strategy. We decided on a ‘Tried and Tested’ campaign, which not only gave a cheeky nod to rugby lingo but subtly showed the brand’s outstanding pedigree in sports gear. We then applied the campaign identity to Mizuno’s direct mail, sales tools and web graphics.
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