The fast evolving technology developed by the running shoes market allows brands to constantly launch new products. This way, brands can always invite users to try and adopt those innovations to improve their performance. Because a runner must change his training sneakers every 300/400 km, it's very important for Mizuno, leader of the high performance running shoes market, to keep their customers close to the brand and new products in order to avoid the trial of competitors’ products. So our objective was to focus on runners that already use Mizuno running shoes, in order to increase emotional bonding with the brand.

We asked the runners, while enrolling in some selected marathons, to point out their running shoes of choice. A few days after the marathon, Mizuno customers identified in the enrolment received at home a customised "speeding ticket": in fact, a rebate coupon with a special offer for their next Mizuno pair of running shoes.

The competitions we have selected for this action had close to 119,000 inscriptions. Within them, we have identified almost 30,000 runners using Mizuno. Almost 11,000 of them used the rebate coupons to buy new Mizuno shoes.