“we are not joggers, we are runners”
seems like they are stepping out onto a limb trying to appeal to the hard-core athletes, while running the risk of alienating a lot of potential customers. is there really a market for this? it’s going to be interesting to see if they shoot themselves in the foot because of it.
I like it, I may buy a pair of their shoes just because of the ad.
Running races have become little more than jogging festivals. I’m sick and tired of races catering to the TnT crowd who feel they have a right to line up at the starting line with sub 6 minute runners. Joggers are killing the sport of running in my view.
Don’t really give a rip about the ads… I just want to know about THE SHOES. First time I saw the ads, though, I read them, snickered a little, and turned the page.
My take is they are trying to get people who are really joggers to identify themselves as runners – buy our shoes and you will be hardcore. I think this is a classic advertising strategy.
it does seem exclusive; somewhat elitest. maybe that is their market–or maybe everybody, regardless of their times, believes that they are “runners” rather than joggers. so, indirectly it could be more inclusive rather than exclusive because people are perceiving their running as something better than it actually is. regardless though, the whole page turning thing though was pretty annoying.
back on point though, the whole “jogging” lingo is out of style; most people don’t feel they’re a jogger even if they’re casual and relatively “slow”. the adds reference the 80’s, when the term jogging came into play. those who remember the 80’s can remember the craze and immediately think “that’s not me, i’m not doing this out of fad, i’m more serious than that”. (then feel the need to prove they’re serious by buying the product).
moreover, the adds are actually safer than what it’s trying to make you believe…who really classifies themself as a jogger? almost no one, it is outdated language. so they achieve “safety” in offending almost no one. plus PI isn’t NIke–not everyone knows about PI, so their chance of offending is pretty slim.
but the adds do succedd in empowerment. they were emotional and aggressive. the audience they aimed for was male–probably many 30 something males are reading this add and relating to it, specifically those who have been on the scene for years and have witnesses the new dynamics and popularity of running. Those who feel the sport is exploited or overcrowded might also enjoy this add (which is a gateway for the younger 20 something market–via mentioning the full local 10K, etc).
additionally, “we’re not joggers” is about ego and identity. it appeals to those runners who feel seperation from the influx of runners who are not serious and come into the sport to run a few races (perhaps fundraise?) and then disappear, or “weaken the field”, etc.
The adds also challenge a person by indirectly asking, “are you serious?” and essentially, PI follows up that question to the consumer by indirectly saying, “then prove you’re serious by buying our product”, as i suggested earlier…
even though the add is emotional, aggressive, and actually safer than what it’s trying to appear to be, one positive is that PI is not trying to appear be all things to all people (like Nike who has an open arms approach to most any sport to most any person).
PI is saying, we’re serious about these specific sports and you are too, let’s unite in exclusivity and have this strong identity together, even though it makes the rest of “them” uncomfortable.
(again, it’s not true that anyone is uncomfortable–but using this language succeeds in creating a false sense of betterment or belonging in the consumers head which is appealing because most people want to “be better” or “belong”. so, those who feel the need to be a part of something will dig it).
for me personally, i just don’t get that fired up about shoes ( or running and what others are doing) anymore to care, but PI wasn’t targetting my demographic. however, this add will encourage some men to try their shoes and establish that PI relates to their values (which are: seriousness, exclusivity, betterment, belonging, loyalty to the sport, “gutting it out”, etc). it is a nice platform in which to build on.
I love this quote from the PI website:
“Listen, we are not against the existence of jogging. It’s a free country, and if someone want to jog or throw lawn darts or ride a recumbent bicycle, that’s their right.”
or
“Joggers never run. It feels terrible to them. Like they’ve been doused with gas and set ablaze.”
I think I’ll try a pair on when next I need new shoes.
Who wants to be known as a ‘second class’ athlete? Or second class anything? I don’t think anyone would buy a shoe for ‘jogging’ that wasn’t their best option. One method of thought would be, ‘if it’s good enough for serious runners, then it must be good enough for my jogging habits.’ That’s just my uneducated opinion.
Joggers will never see the ad.
As a general rule, trying to do advertising that appeals to everyone is a sure-fire way to advertising that excites no one. I’m not a huge fan of the ads in question, but I appreciate what they are trying to do.
Disclosure: I work in the creative department of an ad agency.
I was feeling good about myself until I read these posts. I don’t know what defines a jogger versus a runner. Is anyone whose pace is above 8:00 / mile a jogger, and under that pace is a runner? All of a sudden this has become sooooo complicated and I’m not sure how to deal with the pressure !!! WHAT AM I??? Am I inferior??? Am I a runner or am I a jogger??? Do I want to be a runner and not a jogger, or is it okay to be a jogger?? Am I not allowed to buy PI running shoes now and will I be mocked if I jog in them? I think my seats too high.
They polarize. They’re making people talk. They’ll piss some people off, and secretly delight others. But they’re building some serious equity, too.
Put it this way, even if you are a 12 minute mile jogger, would you rather be known as a “runner”, or as someone who “runs easy”? Even if you are the latter, it established in your mind that PI’s are for “serious” athletes. It’s totally linked to the universal human value of sense of accomplishment.
From a marketer’s standpoint, it’s courageous. I like it.
I’ve been called a jogger once or twice while out running. I always correct the person, “I am running not jogging”. That said, I probably won’t ever own a pair of Pearl Izumi shoes.
please tell me you forgot to type in pink
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