The advertising site adrants has some interesting comments about the Pear Izumi “we are not joggers” campaign.
Herbert
Well, the ad’s true - at least in the heart of Chicago - It’s a pain in the ass to try to run - not to mention BIKE along the north lakefront path - especially over the weekends.
I say, if you’re gonna suit up, do it right - I have to laugh at all those people that try so hard to look good when exercising -
Insensitive, maybe - but sometimes the truth hurts…
Herbert,
Bound to get more than a few joggers . . . err runner’s( or is that the other way around) shorts in a knot. Sort of like the Nike ad/slogan from a few years back that “Second place was for losers”! I recall that sparked a ton contraversy
Whatever, the very fact that we are talking about it, means that it’s working to a certain degree. 
The actual Pearl Izumi microsite
http://www.wearenotjoggers.com/home
“Define your target audience.”
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I think it might be a response to Reebok’s run easy campaign.
I love this PI campaign. Ever since my old shoes (Mizuno Rider 9’s) got replaced with the inferior (for me) Rider 10, I’ve been thinking about trying PI running shoes and this ad has sealed the deal. I’m going to go try some on today - not because they’ll make me a “runner”, but because I want to support PI for this ad campaign. That Reebok ad campaign is all over NYC and I really think it’s the dumbest thing ever. Does anyone actually run in Reeboks anyway?
I ran in Reebok DMX’s when they first came out in the late 90’s. After 2 weeks of wearing them I had full blown plantar fasciitis because they had weird mid-foot support. I have heard of several other people with the same problem. I can’t remember what a$$clown sold those to me, it wasn’t a running specialty store but it wasn’t the mall either. I learned a very hard lesson in my mid-twenties about the importance of choosing the right shoe.
I am not blaming the shoe but that was my experience, so “Run Easy”.
I run in Reeboks. The great irony of the ad campaign is that PI doesn’t even make a racing flat, whereas Reebok does (in addition to making track spikes), both of which are what I’d consider the shoes of real runners. How many top notch runners does PI sponsor? Oh well, that’s marketing for you…
I don’t know about recent offerings, but when I first saw PI shoes a few years back they looked to me about as targeted towards “real runners” as Fila - who I believe do actually sponsor runners (but I don’t know who makes their shoes - the ones I’ve seen certainly aren’t meant for running!).
Maybe the PI offerings have changed of late - I dunno. But I would agree that although not a hugely popular brand, Reebok has certainly spent a fair amount of time sponsoring and working with elite runners.
I’m not sure why their public image suffers so…
The Pearl Izumi running shoes I had were certainly not for joggers…they were better for mowing my yard. The worst shoes I ever owned, but they look cool!
As Chuck D used to say: Dont believe the hype.
I have a pair I train in right now and I love them. Great shoes.
I haven’t tried them lately, but I heard about a year ago that they re-vamped their line to actually be running shoes. Typical story from the rep…“we fired everyone and brought in this person who’s an expert in this!”
“I’m not sure why their public image suffers so…”
It’s at least in part because their advertising sucks. When I think of Reebok, I still think of those horrible white leather (or fake leather) Reebok classics. That was an “athletic” shoe for grandmas (and before it starts, I don’t mean the triathlete grandmas who are about to jump down my throat here on ST!). This current ad campaign just reinforces that image - they’re telling people that exercise isn’t worth it if you have to try hard. C’MON! That’s just stupid, especially if you’re trying to get athletes to buy your products. “Run at the Speed of Chat” and “A 10 minute mile is just as far as a 6 minute mile” are training mantras for p*ssies.
Honestly, I’ve never worn their shoes, so I shouldn’t be saying anything about the quality of their offerings. Also, I know that a lot of pro leagues and teams in the US and worldwide use their gear. But their image could use some help.
Fila makes some badass running shoes. They have some great racing flats. DeBoom was (is?) wearing them for a while. I quite like them. They certainly make some race-worthy shoes, and they sponsor several elite marathoners, who have actually placed very highly wearing said Filas at races.
The Corsa Otto is a case in point: http://www.runningwarehouse.com/descpageMRS-FCO.html
I don’t believe PI makes a shoe that comes within a stones throw of that weight…
Thanks man, that’s good to know. The only Fila shoes I’ve seen are the “basketball style” ones - that I’m not even sure one could play basketball in, but that appear to be popular with the kids. I’d noted that Fila has sponsored a fair number of track athletes and events for a while, but wondered if their involvement was more like Huffy’s sponsoring of Team 7-11 than any real interest in building shoes for runners.
I agree with GOKARTN…
Coolest looking and smooth feel when walking around or sitting down. However, they blew to run in. I was an Asics guy for years and felt the need to branch out…plus they looked cool. I have recently been completely won over by Brooks. They are quietly putting out some VERY good product.
Some funny stuff buried in the actual site. Kinda weird but
with some gems too.
Kevin
"The Corsa Otto is a case in point: http://www.runningwarehouse.com/descpageMRS-FCO.html "
Step daughter: “They look like bowling shoes.”
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I agree about the Reebok ads for running easy - they are soo cheesy and annoying. Every time I’m leaving Reebok gym and picking up my bike from the rack outside the store, I look at the posters of people grimacing. I roll my eyes at the over-dramatic, unprepared runners in those pictures. How many people look like that in an Ironman (not many), and that’s 140.6 miles… To me, it’s the worst marketing campaign ever, but I can see how fat New York office types do need to get out more, and the campaign is for them.
I had a pair of Pearl Izumi shoes and they werne’t even good enough to walk in, I gave it to my cousin for New York Cares Day when he was painting and planting trees.
I was reading this thread and wondering to myself:
"These ad campaigns are so stupid. The people who come up with marketing campagins are so far removed from the design of the shoes and, in worse case scenarios, DRIVE the design of the shoes. I know marketing people because I went to college with them and they were the people who couldn’t cut it in any of the business school disciplines that required math skills (finance, accounting), people skills (HR), or real knowledge (international).
“Who could possibly be stupid enough to buy a shoe because of an ad campaing without trying the shoes on a treadmill at a running store or reading a real critical review of the shoe?”
Then I read your post.
Maybe the marketing people are onto something.
Perhaps I should hire the same marketers to help me sell my bottled urine as a sports beverage. ‘If you can’t stomach it, you have a small penis.’
How many cases can I put you down for?