Mizuno Corporation

Collaborative redesign and promotion of sports shoes

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  • 01

    380

    user survey

  • 02

    18

    depth interview conducted

  • 03

    4-month

    from research to policy planning

In an effort to expand the market share of a specific athletic footwear brand, TAM and Mizuno have embarked on a collaborative project that includes conducting research, organizing workshops, redefining the brand concept, and strategizing and executing promotional campaigns. As partners in co-creation, Mizuno and TAM are driving this project forward.

Uncovering the value users truly seek
through research and workshops

In the realm of athletic spikes, Mizuno has historically expanded its product range based on technical considerations and season-specific marketing plans, often resulting in unclear brand concepts.
Additionally, promotional efforts have been limited to isolated campaign launches, lacking a cohesive and consistent strategy.
TAM initiated an extensive survey targeting high school athletes, conducting approximately 380 surveys. Subsequently, we conducted workshops that narrowed the focus down to 18 in-depth interviews, establishing personas and creating customer journey maps.
Our goal was to uncover why users (both implicit and explicit reasons) choose Mizuno and under what circumstances they encounter and make purchases, aiming to reveal the facts necessary for concept redefinition, both quantitatively and qualitatively.

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Incorporating the concept into every touchpoint, from product naming to engaging with promotions and making a purchase

Building upon the insights gathered during the research phase, we initiated cross-departmental discussions with Mizuno's various divisions, spanning from product development to marketing.
Collaboratively with our client's teams, we identified a central concept that serves as the foundation of our branding efforts, seamlessly extending from product names to slogans, promotional planning, design, and presentation. TAM consistently delivers communication design aligned with this concept, covering creative proposals and their execution.
The phase of creative proposal and execution has just commenced, and as a full-stack agency rooted in marketing, TAM will continue to offer ongoing support, from strategy and planning to design, development, and the execution of promotional activities.

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