1. How has Mizuno changed over the last 2 years?

I think if you ask that question to anyone on our team they would point to 2 key areas where we have focused a lot of our attention:  A) We have a much better understanding of what our strengths are and how those strengths should come to life in everything we do – footwear, apparel, service and promotions.   And B) Because we know what we are good at, we have become more confident in our direction.  We know that we don’t need to do everything in order to succeed.   As example, we aren’t going to chase every trend in the market place – it’s not in our DNA.  But you can bet that when we do introduce something new there is going to be a heck of a lot of research, testing and science behind it and it is really going to work.

2. What should outsiders know about the Mizuno culture?

Our culture is unique because it is shaped by two big influences.  First, we are a Japanese company and that essence permeates a lot of “how” we do things.   We are definitely a lot more humble and concerned about long-term success in our approach to business than a typical western company.   And our Japanese heritage also values quality, craftsmanship and building long-term partnerships.   Our second big cultural influence is the passion everyone on this team has for running.   I am sure everyone I work with has the talent to be making a heck of a lot more money if they were employed in a more traditional business somewhere else.  But they are here because they love this sport and they believe in what we do.   That combination of influences – mixing the calm of the East with the passion of the West – makes for a pretty interesting workplace.

3. How does Mizuno interact with the consumer in 2011 as opposed to 2009?

Honestly, that is still a work-in-progress.   We know we have a passionate and devoted base of Mizuno Running fans so a big part of our challenge is to figure out how to spread that enthusiasm farther.  A lot of today’s runners haven’t even heard of Mizuno!  So we are putting a lot of effort in to changing that.  We have a new VP of Marketing, Jessica Klodnicki, who is really helping us figure things out and we just hired a new Running Brand Manager – Vicky Wilkens who comes to us from Active.com.    I feel pretty confident that we now have the talent to help us figure how to get our story out there in a uniquely Mizuno way.

4. You have recently hired Shine Agency, one of the most respected media collectives in the US, how will they affect your branding message?

The gang at Shine are awesome to work with.   We have only been working with them for about 6-7 months so you haven’t seen the result of their talents yet.  They reached out to us originally because they are runners and triathletes who love running in our stuff and they can’t believe we aren’t much bigger.    And because they are just as passionate about running as we are you can see and feel that passion in the creative they’ve been sharing with us.  We are just now working through plans for the launch of the Wave Rider 15 later this year and our plans for 2012 and I think runners will love what we are going to be saying.

5. Mizuno’s product has been compared to the car brand Volvo: practical, reliable, well made, and safe. How do you see your brand in 2011?

Interestingly, we just hosted a 2 day Mizuno Running symposium here in Atlanta where we flew in 100 key employees from Running Specialty stores across the country.   One of the feedback exercises we asked them to do was to describe what kind of car Mizuno would be if Mizuno were a car.   Their answers were pretty telling – almost all of them used words like “fast, light, quality, high performance, sporty, etc.”    The cool thing about that exercise was that these were pretty influential running store employees and they were independently saying the kinds of things we hope runners say about us.   So maybe we are like a Volvo in the way we stick to our formula for success…but I think that formula comes to life in a faster, lighter package in the minds of runners.   We know we are a running brand that has always embraced a “minimalist” approach to product long before it was trendy.  Now we have a cool opportunity to share our product beliefs with more runners because the appreciation for that kind of product building ethos is so much more wide-spread.

6. Mizuno has huge street cred in performance running, how do you translate that into sales in the more diverse running community?

I think that is really a good problem to try to solve versus the alternative.   A lot of brands struggle to establish or maintain credibility, where we have really awesome credibility but are challenged to get ourselves on the radar of more runners.  Our strong “street cred” is due to the fact that better runners have always appreciated the light, responsive feel of our shoes.  Two years ago our mission was to convince more runners that lightweight shoes with more of a responsive road feel was a better experience.   Now with all that’s going on in the market we don’t have to convince – we just need to help them discover what running in Mizuno is all about!   You can bet that seeding and product trials are going to factor heavily in to our plans.

7. Mizuno is 1-4 in most performance running retail? How do you improve there?
Some stores have Mizuno as their primary running brand, is that a different trend?

Everyone knows Running Specialty stores are a real battle ground these days with so many brands trying to elbow their way on to the shoe wall.  Running manufacturers have to bring the “complete package” of product, service and promotions if they want to compete.   But the other funny dynamic is that some brands have enjoyed success in Running Specialty and have now sets their sights on bigger frontiers.   We still have a singular goal of being a great specialty brand and we think that persistent focus can differentiate us.   Like I mentioned earlier, we are a bit more humble in how we go about things so we aren’t going to thump our chest and claim we are going to be #1 in Running Specialty.   We’ll quietly work on being a great partner and let the ranking take care of itself.

8. Where do you see the running business going in the next two to three years?

My drive home from work goes past a very popular running route in my home town of Decatur, GA.  And every evening I can’t help but be impressed with the incredible popularity and diversity of how running has evolved and grown over the last years.  I can’t think of a more open and “democratic” activity that encourages everyone to participate and enjoy the benefits.   And I think a lot of what we are all dealing with in today’s world will only continue to make running even more appealing.   We’ve already seen that when the economy is in trouble that running becomes a cost effective way to get some exercise and relieve stress that a lot of people turn to.  And when you think about all of our other current issues like our nation’s growing obesity, our desire to find an escape from the “always on” digital world, and our growing awareness that aerobic exercise can improve one’s health and quality of life, I think the running business is going to be a great business to be in for a long time to come.   I absolutely believe that we can make the world a better place by encouraging more people to run!

9. Do you have opinions on minimalist running? How will Mizuno respond to that
culture?

I have quite a few thoughts on the whole minimalist trend…and one major concern.   My big concern is that there is so much confusing information around minimalist running right now that the newer runner will get frustrated and give up rather than get out and enjoy a run.  Bottom line – running is so broadly appealing because it is so darn simple and if we continue to over-complicate things then we will ultimately alienate potential new runners.

If you drill-down to the fundamental insight driving a lot of interest in minimalist running it is the age-old issue of staying injury free.  The #1 concern of every devoted runner is avoiding a lay-off due to injury and many runners, especially those with a history of injuries, will go to almost any length to avoid another one.    The big, under-lying motivation with minimalism is a  belief that running in less shoe helps runners avoid injury by strengthening their feet and legs and/or allowing them to run with better form.

But what if there was a different way to address that same motivation?   We fundamentally believe that the shoes we’ve been building for the last decade offer a just the right balance of being light and low to the ground while still offering needed protection from the hard, unforgiving surfaces that 99% of us run on.   But what if we could offer runners another way to stay injury free other than sacrificing the great feeling of running in a shoe like the Wave Rider?  We are actually taking a very traditional Japanese solution and translating that in to a modern day running product that we will introduce in 2012.  And we have some very impressive test results from independent Japanese laboratories  that have inspired us.   The real beauty of our approach will be its simplicity.  Stay tuned.

10. Do you have opinions on lightweight running? How does Mizuno continue to respond there or change its response?

We love the swing towards more lightweight shoes because as I’ve said previously – that’s always been our product building ethos and our forte.    But we also believe in balance.   Two years ago big, soft, marshmellowy shoes were the trend in the market.   We never went there because we never believed it was the way to create the best running experience.   Sure, we might have sold a lot more pairs to unsuspecting runners if we had made our shoes more seductive when they were standing around in a store.   But we weren’t willing to sacrifice what we believe is the best running experience simply to cater to a fad.  Now the pendulum has swung the other way and everyone is jumping on the lighter-lower bandwagon.   Guess what?  We aren’t going to join a cat fight about who has the lightest training shoe on the market.  We believe the right balance of lightweight, under-foot cushioning and a smooth heel-to-toe transition delivers the most amazing ride and we will continue to stick to our beliefs about how to best deliver that.

11. What is the greatest strength of your brand?

We are a 106 year old brand and we are in this for the long run.   I know that is a very Japanese way to look at things that might seem at-odds with today’s fast-paced environment.   But I think the underlying strength of that way of thinking is a firm confidence that doing what’s best for the runner always pays off over time.

12. What is the greatest challenge?

I think one of our biggest current challenges in the same challenge that all the brands are facing – and that is the increasing cost of making our shoes and apparel.   We’ve had more than a decade of very, very small increases and suddenly costs have become very volatile.    If part of the broad appeal of running is it’s relatively low cost, then we need to re-invent how running shoes and apparel are made if we want to keep that appeal.  Fortunately, I think we have the talent and experience to help solve the issue in the long term.  But I think the shorter term is going to be a bit crazy as all of us adjust to the new realities we are faced with.

13. What would you tell retailers who are considering Mizuno?

If a retailer currently doesn’t carry our brand I would say the same thing to them that I’d say to any runner – “Take our shoes out for a test drive.”   First and foremost, we need to deliver a uniquely appealing running experience that they won’t find anywhere else – and I believe our products do that.   Next, I’d want them to understand that we are a brand that is in this for the long run and that a partnership with Mizuno means a long-term commitment to success for both partners.

14. And how would you want the consumer to see your brand, Mizuno?

Our hope is that runners will see the Mizuno name and logo a feel a special connection through our shared passion for running.   We have some strong, long-held beliefs about what a great running experience is all about and we are going to be doing a better job of sharing those beliefs with runners in the future.  We want runners to see our brand and trust in our ability to provide them the best running experience possible.

By: Gwen Leron

For Steve Boyd, Queen’s University head track coach and founder of the Kingston, Ontario running group Physi-Kult, sharing his expertise and experience with others on their way up is a lifelong passion and one he hopes to continue as long as he can.

In his spare time, Boyd runs the Physi-Kult running group which was put together in the year 2000, and because of his strong coaching skills and drive, the group has been thriving. Currently, there are 40 local members and 30 online members. The online group hails from across Canada and the US. Boyd and his assistant coaches work individually with each member to help them achieve their best at all times.

“I emphasize consistency and teach the runners to sensibly manage effort. Over time, I slowly raise the bar on what people can manage.”

The running group also consists of junior members (ages 13-19) who are not required to pay a fee for being part of the group, so in order to raise funds for their training, the group held its first annual fundraising event this past June called the Reddendale Ramble. This year, with only 2 months to plan, they were able to raise $400 which all went back to the group. “We had little time to plan, so we were all very happy with the results,” says Boyd.

Boyd is also a loyal Mizuno shoe user and credits Mizuno shoes for many recent changes in his athletic performance. Before making the change, he had been plagued with back and calf problems so he set out to look for new shoe and decided to try Mizuno.

“Mizuno changed my running life,” he says.  “I had been wearing another brand for many years and had a bit of difficulty with the transition between the brands, but once I made the change, I have not looked back,” said Boyd. “I feel as healthy as I have ever been in my adult life. Mizuno shoes have a lighter weight and allow for more stretch in the calf muscles.”

His favourite Mizuno shoes? “I like the Mizuno precision and the Mizuno Elixir…I really love them both.”

In fact, Boyd loves his Mizuno’s so much that half of the junior runners in his group use Mizuno shoes! “I want to start them off right,” he said.

In Chi Running you create the forward fall by aligning your posture so you can draw a straight line through the center of your shoulders, hips and ankles. Then you lean your whole posture forward in front of the ankles with completely relaxed lower legs.

The ankles form a hinge between your aligned posture and your feet. If the muscles in the lower legs and feet are not completely relaxed they tighten this hinge and resist the forward fall. The forward fall is facilitated by moving all your body weight in front of your ankles. The most efficient way to achieve this is with an aligned posture and very slight angle of lean.

The concept can be demonstrated using a broomstick. The straight shape of the broomstick represents your aligned posture. The hinge point between the base of the broomstick and the ground represents your ankle. If you can balance the broomstick perfectly vertical it will not move. However, if you lean it even slightly off center it will begin to move by falling.

It is more difficult to isolate and sense individual parts of your body while running, so it is far easier to first learn the forward fall in a static (non-running) state. The exercise described below is designed to help you better understand and learn the forward fall. Practice it until you are adept at falling forward with a minimal angle of lean.

Step 1: Stand against wall
Stand against a wall and ensure your heels, tailbone, back of the shoulder blades and back of your head are in contact with the wall. Keep your feet parallel with each other and your knees soft.

Step 2: Align your posture
Lengthen your spine and straighten your neck by pushing up the sky with the crown of your head. Now level your pelvis by using your lower abdominal muscles to pull you belly button inwards towards your spine. Leveling your pelvis moves the arch in your lower back closer to the wall.

Step 3: Lean forward by moving your center in front of your ankles
Put a finger on your lower abdominal muscles to better sense the location of your center and move it forward just slightly in front of your ankles so that your whole body (except for your heals) is no longer in contact with the wall. Leaning forward by focusing on moving your center in front of your ankles prevents you from bending at the hips when leaning, one of the most common mistakes made by beginner Chi Runners. Engaging your lower abdominals by pulling your belly button into your spine prevents you from bending at the waist when leaning forward.

Step 4: Relax the lower legs to unlock the ankles and fall forward
While leaning forward with your center in front of your ankles, relax your lower legs to unlock the ankles until you start to fall forward. Sense what your lower legs and ankles feel like when relaxed. As you get better and better at this, repeat the exercise with smaller and smaller angles of lean. The better you are at relaxing your lower legs and to unlock your ankles, the less angle of lean required to fall forward.

When performing the exercise above, convince yourself of the importance of the relationship between relaxed lower legs and ability to fall forward. Also try to get a sense of what it feels like when your lower legs are relaxed. When actually running, it is important to maintain this same very same level of relaxation in the lower legs.

If the muscles in your lower legs and muscles are relaxed you cannot push off on the balls of your feet. So here is a simple trick you can use to test whether or not the muscles in your lower legs and feet are relaxed. While standing, completely relax the muscles in your lower legs and feet. Now while keeping your lower legs and feet completely relaxed, try to lift your heels off the ground and you won’t be able. You need to use lower leg and feet muscles to push the balls of the feet into the ground in order to lift the heels off the ground.

So, guess what? I kicked my old PB’s butt by ten minutes and crossed the Army Half finish line with a chip time of 1:55 (clock time 1:57)!

Friday morning, I started getting race jitters, which is early for me. By the time we were in our corrals on Sunday morning I *literally* could not stand still. Because no one else around me seemed to be riddled with pre-run anxiety/energy, I blasted my headphones and watched the sky and obsessively squeezed the gel packs in my hands and bounced on my toes.

I decided to follow the 1:55 pace bunny, because I was feeling strong and excited and the air was so fresh. I figured I give her 5k and then assess the situation. I stuck close to her until about 8k, and then dropped back a bit. I was probably about one minute behind her until 16k when I decided to walk through a water station and eat my last gel.

At that point, I knew I was getting close to the 18k wall. I let myself slow the tiniest bit in an attempt to save some energy for the last three kilometres. At 18k things got uncomfortable, as they always do, but I told myself to push through. I was quite certain that I was going to (solidly) break two hours by that point, but I also knew that it was close enough to be sabotaged by mental weakness.

I gauged myself at about 1:58 and when I rounded the bend and saw the clock, I was super excited to see 1:57. I figured my chip time would be 1:56, but the great thing about starting farther back in big races is that you waste a solid 90 seconds walking to the start line after the gun has gone off. I checked my stats on the Sports Stats site and squealed with glee when I saw 1:55. I knew I had a 1:55 in me, but honestly through it would take one or two more halfs to get there.

It was like everything aligned for this race. For one, it was the first run I’ve done in a long time without humidity. It was also the perfect temperature – warm in the sun but chilly and breezy in the shade (and the route had a lot of shade). I didn’t wear my water belt (at my husband’s insistence) and was really happy for that around 17k which is when the pressure on my stomach usually starts to give me cramps. The route was crowded, but it wasn’t the same overwhelming feeling of being surrounded by people that I encountered in May during the marathon and I think that is a combination of the lack of humidity, the lack of rain and the fact that I knew how running surrounded by people feels. (Ottawa Marathon was my first really big race.)

But most of all? It was mental. This was the first race maybe in my entire life that I didn’t let up. I was there mentally. When things felt great I told myself it wasn’t always going to feel great but I was strong enough to push through it. When things sucked (hello hills! I run in Ottawa for flat routes!) I told myself that it would pass and to breathe deep and push through because not breaking two hours was not an option. I always fall apart at 18k and I didn’t. I always run a little faster than I should be able to at the end of a half marathon and I didn’t – because I couldn’t.

As I happily pumped my first in the air while crossing the finish line, I realized I had really and truly pushed myself to my limit.

And you know, every time, every time I push those limits and feel this intense pride in myself, I am amazed all over again that our limits are merely barriers we put down.

1:55. It still feels surreal. (It’s also 562/2600 in my new age group of 30-39.)

You’ve got a 1:49 in you, I know you do, my husband told me as we laid in our hotel bed after the run drinking beer.

Maybe I do. But today, I’m still cruising on the happiness of finally starting to learn how to tap into my own strength and to just keep pushing like a slightly insane woman.

Wow. So there has been SO much going on lately!

First and foremost, my daughter started primary. And then I scored a gig with Team in Training to coach the run program here in Halifax for the Disney Princess Half Marathon and the Madric Rock and Roll Marathon. I’ll also be coaching the TNT Flex program in Atlantic Canada.

On top of all that, I’m back at school myself, plugging away at my never-ending HR Certificate, working part-time as a TA, wrangling my kids, hiking with my dog… speaking of hiking, I received a mind-blowingly generous offer to tackle a physical feat way beyond what I would have ever volunteered for or even considered doing if it weren’t one of my absolute favourite people in the world inviting me along (more on that later).

But most importantly, right now I am waiting at the Toronto City Airport for a flight into Ottawa!

I’ve been (kind of) (half-assed) training for the Army Half and the time is now. My husband and I are staying for a long weekend sans kids and the weather is sunny and not muggy and I can feel the pre-race buzz starting in my bones (or maybe that’s the coffee).

I plan on being at the Expo around noon, so if anyone wants to meet up, to say hi or to giggle together because squee!!! race!!! let me know and we can try to meet up!

I’ll be writing soon about my quest to finally break two hours and how I’m kind of just hoping I’ll pull it out of my, uh… hat. In all honesty, considering my training, I’m actually aiming to break 2:05 which is my current PB.

And I promise, dear runners, to start writing again soon!

By: Hayley Bennett

With the cooler weather and leaves starting to fall, comes the registration for the 116th Boston Marathon. This September those runners who have spent the last year training and racing to qualify for Boston 2012, will be sitting at their computers eagerly anticipating their time slot to register for their chance at Boston.

With this being the prized event of the year for the running community, runners have become engrossed in all that surrounds this race. If you Google “Boston or Bust” the amount of blogs, forums and articles alone speak to the number of people consumed with qualifying for this beloved race. Now that qualification regulations have become even more competitive starting in 2012 and taking a 5 minute dip in 2013, we can only imagine runners will be ramping up their training strategies to achieve their qualification times.

Mizuno Run Club would like to hear from those who have been working towards this goal of qualifying for Boston 2012. Were you among the many runners who have been vying for one of these coveted spots? To what extent did you take your training to and were you successful in your endeavours?

Send us your Boston story and have your name put into a draw for a Fall Racing Kit. What better way to prepare yourself for your season of training ahead!

A reader writes:

I’m 51 years old and have wanted to do a tri for years.  My biking and running are good but my swimming is poor!  Any suggestions to help encourage me with my swimming would be appreciated!

Experienced swimmers and triathletes, what tips, tricks and advice do you have?