Mizuno Gets 375% Online Branding Lift in Week After Wendy Davis’ Filibuster

Sneaker gets unusual boost, per Kontera

Headshot of Christopher Heine

At some point in the last week, social media users almost couldn't help but stumble across a video or mention of Texas State Senator Wendy Davis' filibuster of controversial anti-abortion legislation. And in many cases, they probably couldn't help but notice the orange-and-green Mizuno Wave Riders that she wore as she stood upright for 13 hours.

According to fresh data from Kontera, the buzz has been a boon to Mizuno in recent days when it comes to online branding. Below are four intriguing impressions-based data points given to Adweek exclusively by the San Francisco content marketing firm.


  • The Wave Riders kicks, in particular, skyrocketed by 375 percent across the Web;
  • Mizuno, the general brand, lifted 35 percent;
  • On sports sites, it jumped 28 percent; and
  • The brand was boosted by 396 percent on political sites.

In terms of the last stat, since the running shoes company has chosen not to pounce on the buzz, it brings to mind when big Obama supporter Michael Jordan two decades ago famously described his then-apolitical public stances by saying, "Republicans buy sneakers, too."

That line of thinking may be part of why Mizuno has decided to gladly take the publicity surrounding Davis, a Democrat, and then sit on it. And really, the 50-year-old's standing performance is about as good as it gets in terms of free advertising for sneakers.

@Chris_Heine Christopher Heine is a New York-based editor and writer.