I recently came across the new Pearl Izumi ad campaign and I am a little peeved. The theme of the campaign is "We are not joggers," which basically belittles joggers in the name of runners.
The whole campaign completely reminds me of the article that blamed Oprah for the decline in the status of the marathon. I am not really sure if Pearl Izumi is trying to lose some customers, or just push us to run faster, but I am not loving this approach. You have to start somewhere, and I think that jogging (or even, gasp, walking) is a fabulous way to start. If you want to push yourself to go faster, then great, but it's all in the name of health as far as I am concerned, not in the name of status.
Check out all their anti-jogger phrases from their campaign — I'd love to hear your thoughts.
More after the break so read more.