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PEARL IZUMI – Project E:Motion – WILDER GOODS
OLDER, DUSTIER STUFF

PEARL IZUMI – Project E:Motion

May 12, 2016

agency: Genesis, Inc.
creative direction/art direction: Olaf Richter

They should rename the athletic shoe business the athletic shoe “claims” business. If you aren’t trying to convince people your shoes are built in some special way that will practically take all the work out of running, well then, you just aren’t going to sell many shoes. Imagine our surprise when Pearl Izumi came along and had actual scientific proof that their new midsole design indeed provided a more efficient run. At that point, we just had to piss off dog lovers and make a small child cry.

pi_print_dog

pi_print_mommy

pi_print_note

pi_siteLanding

pi_siteDownsides

pi_siteRunfarther

pi_siteOverview

pi_siteShoe

pi_tshirt2

pi_tshirt1

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