Mizuno taps Maxus as lead China partner

Japanese sports apparel brand Mizuno has tapped Maxus Shanghai as its lead media agency partner ahead of an above-the-line push leading up to the 2008 Beijing Olympic Games.

Maxus secured the business after a competitive pitch; creative is also part of the review, with Red Wasabi and Nitro China in the running to be named Mizuno's creative AOR. Agency chiefs declined to comment on the size of the account, but sources said creative and media billings could reach Rmb 70 million (US$9 million) up to the end of 2007.

Competing mainly with Reebok and Puma in China, Mizuno - which has more than 700 company-owned and franchised retail outlets in China - is the leader in its home market, with some estimates placing its marketshare at around 60 per cent and annual turnover at $1.3 billion.

Maxus has been tasked with developing a consistent brand identity for Mizuno, along with creating a visible presence in ATL media, which it has not traditionally employed. "(The brand) means so many things to so many people, but it doesn't mean one thing to everybody," said Cameron Romeril, Maxus Shanghai's business director.
"There is a massive sporting momentum in China, and it's one of the fastest growing categories in China. We don't have the same budget as Nike and adidas, so we will have to be much smarter."

Mizuno is due to launch its first big  campaign by December, ahead of the 6th Asian Winter Games in Chang Chun, China.