Why spend money on an ad campaign to get people to try on your running shoes when you can just send them the shoes? Mizuno goes the 'try it and you'll love it' way with The Mezamashii Project.
The company sent out beautiful little cards to people telling them that they've been selected a founding member of the project, adding that it is on a quest to deliver more 'Mezamashii,' which means 'brilliant,' in Japanese, to your running.
A code inside the invitation let you order a pair of free running shoes for yourself, and also select other "worthy runners" to join the project. The Project will put shoes on running enthusiasts feet in the hopes that it will change the very way running shoes are tried on.