Mizuno Sports USA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Mizuno Sports USA, Inc. produces performance equipment for various sporting activities. Since 1906, Mizuno has introduced innovations in sporting equipment, including the Breath Thermo absorption clothing line. The company is based in Norcross, GA. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue is not readily available. Therefore, the revenue figure presented below is that of the parent company. **
|Main Telephone||(770) 441-5553|
|Main Fax||(770) 448-3234|
Mizuno Sports USA, Inc. ContactsContacts (5/12)
Sample of Associated Brands
|Mark O.||Chief Operating Officer||GA|
|Dick L.||Senior Vice President & General Manager, Mizuno USA - Golf Division||GA|
|Jim G.||Director, Diamond Promotions||GA|
|Kimberly H.||Senior Director, Brand Marketing - Running Division||GA|
|Mizuno Sports USA, Inc.||****|
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Digital, Social, Print Opps: Mizuno launches first campaign from 22squared
Subject: Sponsorship, online, digital, social media, TV, print, outdoor
Company: Winmo), Japanese athletic brand with U.S. headquarters in Norcross, Ga. The company's most dominant categories are golf, volleyball and running.
Opportunity: After brand marketing VP in 2015, Mizuno has unveiled its new marketing campaign. The running campaign titled “Wave” will include digital, online video and social media components. Mizuno has been taking a more cost-effective approach to marketing this year, so look for even more authenticity plays, event, experiential and cause marketing executions that will engage athletes, especially runners, of all skill levels.
Sellers – hopefully you secured some of the business when we told you about the campaign in April 2015 but revenue should still be available throughout the year. The running category is having a moment and larger players like Under Armour, Nike and Asics heavily outspend Mizuno. So, those with high ROI, cost-effective ways to bring Mizuno top-of-mind to runners and athletes should definitely reach out.
22squared was named AOR early last year, but that was before brand marketing VP Mark O’Brien came on board. While agency shifts may not happen in the next calendar year, the performance of this campaign could speed up the process.
Media Spend: According to Kantar Media, Mizuno spent only $865,000 on measured media in 2014, so agencies who can make a little go a long way should get their pitches ready. Most of this was allocated to print ads (81.9%), with the remainder going to display ads (8.6%) and OOH (7.2%).
TV Breakdown: Spot reports that Mizuno spent only $3,756 on national TV ads last year. The money was spent to air two ads on NBC Sports during “Volleyball” and “Track and Field.” No money was spent on national TV in 2014, but the increase is so minimal that I wouldn’t expect the company to air ads this year. Agencies and sellers would have to make an incredible case about value to get Mizuno to spend in this channel (or you could just focus on print and digital).
Digital Breakdown: In 2015, Mizuno ran 62 display ads on 395 publishers (<1% mobile). Top ad destinations included fitnessmagazine.com, runnerworld.com, eastbay.com, mensfitness.com and competitor.com (93% placed site direct versus programmatic). The company also ran 66 high impact and four video ads.
For comparison, in 2014 78 display and 53 high impact ads were run on 182 publishers (many of the ads in 2014 focused on Mizuno’s golf business).
Display ads run, unsurprisingly, on health & fitness and sports sites and seem to target men and women equally.
4925 Avalon Ridge Parkway
Norcross, GA 30071
Vice President, Brand Marketing & Management