The Challenge

2024 marked a major milestone for Mizuno: 25 years as the official partner of the Amsterdam Marathon. To celebrate, Mizuno launched two special products, the Wave Rider 28 Amsterdam Marathon Edition and the Wave Rebellion Pro Beta, and wanted a campaign that would turn the anniversary into a moment of connection with a younger, 18–34 running audience.

Balans Social was tasked with running an organic social media campaign across Instagram and Facebook during the two-month lead-up to the marathon, alongside an influencer campaign built around race weekend. The challenge was to honour a 25-year legacy while positioning Mizuno as fresh and relevant to a new generation of runners, and to bring the story behind the two new shoes to life through authentic, community-driven content rather than product pushes.

Our strategy paired authentic, UGC-style content on Instagram — unboxings, behind-the-scenes moments, a giveaway — with polished, product-focused video on Facebook for a broader audience. In parallel, we brought two running influencers to Amsterdam for the marathon weekend, where they experienced a FORM Running Analysis at the Marathon Expo, learned the story behind the shoes, and raced in them on the day.

The Results

Our strategy translated into tangible, impactful results:

Engagement & Follower Growth: Instagram achieved an average engagement rate of 3.92% and attracted 2,366 new followers over the campaign period. Top-performing posts included the Wave Rider 28 Amsterdam Marathon Edition giveaway and a teaser for the Wave Rebellion Pro Beta, both of which resonated strongly with the younger audience.

Authentic Storytelling: Dutch fitness and running influencer Lisa (14.5K Instagram, 28.8K TikTok) - who had completed her first half marathon in Amsterdam just a year earlier - shared her preparation journey for the Mizuno Half Marathon and crossed the line with a new personal best in the Wave Rider 28. Her personal, relatable content drove strong engagement across both platforms.

Performance Credibility: UK marathon runner Gabriel (2:29 PR) showcased the Wave Rebellion Pro Beta in action, reaching over 90,000 viewers and reinforcing Mizuno's reputation for innovation among seasoned runners.

Cross-Platform Reach: Facebook's product-focused video content, led by the Wave Rider 28 unboxing video, extended the campaign to a wider audience, while the influencer campaign successfully engaged the 18–34 target demographic - strengthening Mizuno's connection with a younger, dynamic running community.