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A Sports Advertisement Campaign You Probably Never Want To Miss – “We Are Not Joggers” by Pearl Izumi

March 19th, 2010 · No Comments ·


Mobile phone and mobile line companies are famous with their creative advertisements. They are funny with many catchy slogans in their marketing campaigns. Now, the similar creativity is also been adopted by sports apparel companies. I will show you one of those which has caught my attention since 2 years ago.  I am not sure you have heard of this company, Pearl Izuimi. If you don’t, no worry. Read on to find out more.

Pearl Izumi is famous in bicycling apparel market for many years, but lately, it has gone into the running shoe market which has been increasing yearly. At the initial stage, its advertisement highlighted the technical aspects of its shoes, but that campaign has not brought any success to its sales. Market is still dominated by Nike, Reebok, Addidas, Brooks and Asics.

Early of year 2008, it has started an ad campaign which the company claimed that its intent was to celebrate the evolutionary heritage of running. It wanted to “re-wild” running and encourage people to run.

But how?

Before I tell you what I think, may be you should read the excerpts at the site:


We Are Not Joggers.
At Pearl Izumi, we don’t jog. We run. And we think that matters. The thing is, running is endangered.

Running Is Endangered.
You might find this hard to believe. After all, the number of entrants in your local 10k is surely on the rise, and every Saturday the park is packed with people prancing around in brand-new trainers, trying to nurture their chi or look good for their wedding or whatever. Unfortunately, a few if any of them are running. They’re jogging, a half-hearted movement of the legs that, mechanics aside, has about as much in common with running as billiards. And with all the jogging going on out there, runners are increasingly rare breed.


If You Weren’t Already A Runner You Would Never Been Born
Running did not emerge as a hobby. It emerged as a way to catch something edible. Anyone who took up jogging in the Neolithic era quickly starved to death. The point is, running is hardwired into our DNA. 11,000 years worth of natural selection has made sure there’s a runner lurking in you doesn’t mean you will ever run. In fact, these days most people never do. Plenty walk. Some jog. But precious few are lucky enough to feel what it means to run.

Runners Are Wild. Joggers Are Runners Who Have Been Domesticated.
We are not sure if it was the fitness craze of the eighties, or the whole Zen meets exercise thing in the nineties, but somewhere along the way, the majority of the running world was turned into something else. Something tame. That’s not to say you have to shoot your dinner with a crossbow to be a runner. It’s OK if you have a plasma TV and a car that knows how to parallel park itself and a bunch of other trappings of civilization. The trick is keeping civilization out of your running. Because running is anything but civilized. Just look at the faces of the first five guys to cross the line at any 10K. Not exactly the kind of expression you can wear to a dinner party.


If You’re Not Sure Whether You Are Running Or Jogging, Go Faster
Many people have tried to identify the precise point at which running becomes jogging, and vice versa. Some content is is 7 minutes miles. But, it’s not about that. Ultramarathoners don’t run very fast, but they sure as hell run. The truth is, the line between running and jogging is different for every person. And every person knows just where it is for them. It’s all about feel. It feels like something you would do on a treadmill, or at the helm of a tricked-out baby stroller, you’re probably jogging. If it feels like something that might make other people nervous, you’re running. And if you’re ever in doubt, you can always err on the side of running by going a little faster.

We Don’t Make Shoes For Convenyor Belts
Pearl Izumi doesn’t design outsoles that work on a whirling strip of rubber, or uppers that withstand the rigors of room temperature. Yes, our shoes work fine on fitness equipment. Probably better than most. But the thing is, no matter how fast you run on a treadmill, you’re still jogging. In order to run, you’ve gotta cover ground. Regardless of the meteorological hand you’ve been dealt. So we make Pearl Izumis with outsoles that gobble snow-covered singletrack or sunbaked pavement, midsoles that require no mercy, gortex uppers for the dead of winter and mesh for sweltering heat. There are plenty of shoes out there for anyone looking to “do cardio”. For runners, there are Pearl Izumis.


Runners Sometimes Jog, But Joggers Never Run
Listen, we are not against the existence of jogging. It’s a free country, and if somone wants to jog or throw lawn darts or ride a recumbent bicycle, that’s their right. Jogging has its rightful place in the wood, too. For us, that place is the warm-up or warm-down portion of a run. That’s right. Runners sometimes jog. It’s something they are easily capable of, and may choose to do at any time. But the things is, even when a runner jogs, they’re still running. They’re just running slow. Joggers, on the other hand, can never run. It feels terrible to them. Like they’ve been doused with has and set ablaze. So any attempts they make are quickly abandoned.

Runners Don’t Want To Escape The Fact That They Are Running
These days you’ll see a lot of people out there with MP3 players. Blasting some indie rock to make the miles go by a little bit faster. Every one of these people is a jogger. Because runners actually like to run. And they’re generally a little sad when it’s over. They don’t want to be tuned into some dumb guitar solo. They want to be tuned into every facet of their run experience. The cadence of their footfalls. The rhythm of their breathing. The sounds of the world around them, car horns or wind moving through pine needles. Sure, runners dig music, but they know that it makes them lose touch with their environment, and lose kinesthetic awareness of their bodies, and that is something they simply cannot have.

We know this sounds outrageous and they many of you may get upset, but hear us out; this thing is way bigger than just you or us – it’s the future of running we’re talking about.


Ever Notice How It’s Always Runners That Find Dead Bodies?
Joggers mostly stick to gentrified stretches of pedestrian walkway, where they can exchange greetings with rollerbladers or purchase a snow cone if the fancy strikes them. Runners, on the other hand, cut through dumpster-laden back alleys or disappear into remote wooded areas. And when they get there, they are acutely aware of their surroundings, because running makes them more alive. So, it’s no surprise that every forensics program on TV begins with a runner finding the remains of some poor bastard who hopped in the wrong panel van. Actually, with runners being such a dangerous breed, maybe the whole body-finding thing more than a coincidence.

“Take A Jog At It” Is Not A Saying For A Reason
This whole running deal is not some crazy thing we made up. Deep down the world already knows that running is an endeavor, and jogging is a synonym for half-assed. It’s even built into the language of pop culture. But somewhere along the way, people began mistakenly identifying jogginas running. Now you have all these joggers out there calling themselves runners, and real running is beginning to suffer. We won’t stand for it, and we don’t think you want to either. So lace up your shoes. Tight. And remember what you are. Remember that of all the species on earth, only two can run farther than you. Remember that you’re dangerous. Formidable. Potent. Remember that what you are about to do is not for the faint of heart, and run like an animal.


Run Like An Animal
Joggers are prey. Runners are hunters. If you belong to the latter group, revel in the fact that you sit firmly atop the bipedal locomotion foot chain. And run like an animal.

Mun’s Comments

  • Generally, as usual, when advertisement like this come out, we will see two side of the stories.
    • Those who think the ads is offensive and arrogant.
    • Those who like the ads.  They can see that the ads is obviously targeting more hardcore runners. It is true that each ad campaign will target different demographic. So, in this case, the ads is meant for runner. Probably the ads agency understand that some runners who wound rather not to be called “joggers”.
  • I find it pretty funny too when it mentioned runners are the one who always find dead bodies. I thought someone walking theirs dogs have higher chance in doing that?
  • The definition of jogging is not standard. While some think that jogging is slow running to go no faster than 6 miles ( kilometer) per hour, some think that it can be slower. What is true that jogging is often used by serious runners as a means of active recovery during recovery lap.
  • running-along-the-beach.jpg

  • While targeting runner is fine, but bashing jogger this way may not be appropriate, especially joggers who are more sensitive, because not everyone can take that.
  • I am always fascinated with marketing. Pearl Izumi is smart enough to target a niche market and it may work very well, judging by the publicity it has enjoyed after this aggresive “We Are Not Joggers” campaign.
  • For me, after I read it, the ads actually has “pumped” me up and I look forward to run when I exercise next time. Good motivator.
  • If you read it for the second time, you will that those words are not serious. They are humorous. So, one should not take every word at face value. Interpreting the message from the positive angle, Pearl Izumi does not want to alienate joggers. It wants joggers to buy their shoes and become runners.

Check out Pearl Izumi shoes at Amazon.



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Category: Fitness Gadget/Equipment

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