the anti jogger ad campaign

Heh heh. A response to the Reebok "run easy" campaign, or just coincidental timing?

Funny thing is, Pearl Izumi seems to be about the most expensive and yuppified brand that even sells stuff to runners. Their roots seem to be in the very gear-centric cycling or tri world, and the people I've seen wearing their stuff in Prospect Park are the antithesis of the runners they're trying to reach out to in this ad. No accident I guess.

Amen

please dont squeeze the garmin wrote:

Funny thing is, Pearl Izumi seems to be about the most expensive and yuppified brand that even sells stuff to runners.

Not even close, their quality trainers are all about the same as those from Brooks, Mizuno, or Asics, if not less. NB holds that title by a long stretch and Nike is a clear 2nd.

and they don't make anything close to a racing shoe or flat

I love the campaign, but I've never tried their shoes.

"Runners are wild. Joggers are runners who have become domesticated."

please dont squeeze the garmin wrote: Funny thing is, Pearl Izumi seems to be about the most expensive and yuppified brand that even sells stuff to runners.

um, not quite wrote: Not even close, their quality trainers are all about the same as those from Brooks, Mizuno, or Asics, if not less. NB holds that title by a long stretch and Nike is a clear 2nd.

Yeah, you're right about the trainers - most trainers from most companies are about the same, PI included.

I really meant their clothes, which is a much bigger focus for them relative to their shoes than for the other companies you name. Heck, PI has only been selling shoes to runners for what, a couple or three years? How many models of trainers? How many road or cross country flats or spikes?

You all realize that a lot of people who you consider joggers will see these ads and say to themselves- yeah that's me, I'm a runner, not a jogger. It's amazing how, on other running forums, someone will say- I jog two fifteen minute miles twice a week, and other people will say- don't say that you jog, you're a runner just for being out there.

So in that sense, it's not contradictory that Pearl Izumi is a yuppie brand. These ads are going to have a lot of people patting themselves on the back for how hardcore they think they are.

That is... awesome.

That is the first time in a looooong time (or ever) that an ad campaign has actually made me want to buy the product based solely on the ads. Ok, I guess this and Victoria Secret ads, but I don't want to buy the thongs for myself.

um, not quite wrote:

Not even close, their quality trainers are all about the same as those from Brooks, Mizuno, or Asics, if not less.

Pearl Izumi in the same league as Brooks, Mizuno and Asics?

how do you figure that?

I have weartested shoes from everyone and I assure you, PI is in the same league as RBK and Fila, and just slightly better than Loco and Vitruvian.

If you dont take my word for it take a look at specialty running shoe sales. Although there are regional differences, there is no market in north america where PI is making any sort of impact.

PI moved up a few notches in my book.

What song is that? Great ad!!

Its fun to see how far you can turn the page before it pulls it back.

excellllent wrote: That is the first time in a looooong time (or ever) that an ad campaign has actually made me want to buy the product based solely on the ads.

Well then you'll be glad to know their racing shoe has a big-ol' honkin' heel with a "Skydex™ crash pad", yet barely budges the needle on the scale at a mere 11.5 ounces - perfect when you want to run like an animal.

I mean, sure, the main thing is they've got a cool ad which makes you feel good about yourself, but still it's good to know you're buying a solid product.

Pretty cool ad, I think it reflects the way a lot of posters here feel.

i am so sick of all this running purist crap. i'm talking about the "real runners don't run on treadmills", "real runners don't listen to music while running", "real runners enjoy each and every run and wish each one would never end", etc. give me a break. i've run on treadmills, listened to music, and i've sure as hell been thankful that many a run was over. i've run pretty fast and i've trained hard and i know plenty of people who are among the better runners in the country who do these very same things.

what is with all the elitism? what is it about listening to music that makes you a jogger rather than a runner? i'm sorry, but just because i've got some headphones on, that doesn't make my 5:30 pace jogging (enter typical "5:30 pace is slow, bekele would call that jogging" comment from the peanut gallery here).

i'm just tired of people acting like you aren't running if you aren't torturing yourself. so what if listening to music makes my run seem to go by a little faster, or running on a treadmill allows me to occasionally avoid some inclement weather? your shoes are making your feet not hurt, your sports bra or jock-strap are making your sensitive parts not flop around so much, and your after run snack is eliminating that pang of hunger. wimps.

anyways, that's my rant. stop being such dorks.

yetanotherchick wrote:

You all realize that a lot of people who you consider joggers will see these ads and say to themselves- yeah that's me, I'm a runner, not a jogger. It's amazing how, on other running forums, someone will say- I jog two fifteen minute miles twice a week, and other people will say- don't say that you jog, you're a runner just for being out there.

So in that sense, it's not contradictory that Pearl Izumi is a yuppie brand. These ads are going to have a lot of people patting themselves on the back for how hardcore they think they are.

I think you nailed it. I think we're going to see an increase in the number of penguins lining up at the front of the pack, looking tough, telling their co-workers how much joggers suck, etc. because they're wearing a brand-new pair of $100 Pearl Izumis. It's a great campaign, really. Tell people they're pussies, and show them a product that will make them into real men (or women). What self-respecting, Hummer-driving, Garmin-wearing, meat-eating red-blooded American jogger wouldn't see this ad and decide he needed these shoes?

"If this feels like something that might make someone nervous, you;re running"

PI ad page 5

Awesome! I love that during a run when you cruise by people and they look at you like what??? Not the surprised look, just them seeing someone running faster then they have ever seen up close.

yetanotherchick wrote:

You all realize that a lot of people who you consider joggers will see these ads and say to themselves- yeah that's me, I'm a runner, not a jogger. It's amazing how, on other running forums, someone will say- I jog two fifteen minute miles twice a week, and other people will say- don't say that you jog, you're a runner just for being out there.

So in that sense, it's not contradictory that Pearl Izumi is a yuppie brand. These ads are going to have a lot of people patting themselves on the back for how hardcore they think they are.

I think you're right, and here's why: "Many people have tried to identify the precise point at which running becomes jogging, and vice versa. Some contend it’s 7 minute miles. Others say 55% V02 max. But it’s not about any of that. …The truth is, the line between running and jogging is different for every person. And every person knows just where it is for them."

except, I got beat up a few months back when I posted that I lost respect for a good local gal wearing her IPOD on her runs.

I tracked down and passed every Ipod'r in front of me at the last 5k I ran, but I still barely outkicked a fast baby jogger yelling "Go Daddy". I ran low 18 and I just nipped the baby jogger. Man, I got a ways to go!

Totally agree with you. That ad was nice, but didn't really move me or make me want to purchase those shows or pat myself on the back for being a "runner".