1.Word of Foot Marketing

2. How many of you are runners? 3. What shoes do you wear? 4. How long have you been wearing your brand? 5. Hook more Running Junkies Sell more shoes Goals: 6. 1% $150MM $1.5MM 7% Favorable to Mizuno (of Running Junkies polled) 100% 7. Intend to buy a brand Bought that brand in store 80% 90% 8. Mens Cushioned Running Shoes Source: www.roadrunnersports.com 9. Shift from Trial to Try 10. 13 2010 McKinney What is Mezamashii video here 11. Initiate 600 shoes 12. Teaser video JOIN US 13. 18 2010 McKinney 14. 19 2010 McKinney 15. Initiate Expand 600 members 600 shoes Paid media 16. Initiate Expand Nourish 600 members 19,000 members 600 shoes 2,000 shoes Paid media 17. Member videos 18. Initiate Expand Nourish 600 members 19,000 members 44,000 members 600 shoes 2,000 shoes Paid media 19. What we learned 20. Its not the influencers, its the superusers 21. 50% 50% Shoe Program Paid Advertising The Mezamashii Run Project 22. Fold the evangelists into the brand and the conversation 23. Small(ish), empowered, happy teams 24. Results 25. 7% Favorable to Mizuno (of Running Junkies polled) 100% 54% Pre MRP Post MRP 26. The (Mizuno) Wave Rider fits my foot like a glove and I'm kicking myself for never trying Mizuno before. This is a brilliant marketing campaign, because even though you gave me a pair of shoes, you have gained a lifelong customer. Well done. Adam Mull (Brooks), Member shoe review from MRP site 27. 19% Unit sales 32% Dollar sales 28. Thanks. @jrussrdu