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ATLANTA 05.16.06 – Creating a new trade booth is huge endeavor for any client. It must generate excitement, draw attention and create an inviting marketplace where product can be sold and deals can be made. With that as the objective, MizunoUSA’s Running Division enlisted the help of their advertising agency, Huey+Partners.

The concept for the new booth, which debuted at the Boston Marathon in April, features race-specific visuals and insider tips allowing race participants to get a firsthand look at the challenge that awaits them. The 30-foot long exterior wall of the booth features the race route with gritty, black and white photos tied to specific mile markers. In each instance, a corresponding race tip is provided.

What makes the new Mizuno booth unique is that the panel visuals and tips change with each coming marathon – starting with Boston and extending to San Diego in early June and Chicago and New York in the Fall.

“The ability to tailor the booth to each individual marathon provides a more personal appeal to our customers. It engages them, educates them and helps reinforce our reputation as the authority on running.”

- Lisa Mark, Sr. Director, Marketing, Mizuno USA

Huey+Partners is an award winning, full service advertising agency known for brand building creative work. They are based in Atlanta and their clients and client experience includes Mizuno USA – both their Golf and Running Divisions, The Daily Report, Russell Athletic, Spanx, WeatherBug, Hitachi Power Tools of North America, CBL Properties, Cox Communications, The International Design Guild, Do-It-Yourself Network, JERZEES Apparel and AT&T Broadband to name a few. Huey+Partners was formed by Ron Huey whose creative work for Lexus helped launch the brand in the early 90’s at Team One Advertising. Ron also worked for The Martin Agency where he helped oversee the Mercedes-Benz and Wrangler Jeans accounts. Along with Ron, the agency leadership team includes Michelle Montgomery, Director of Account Management, and Scot Crooker, Associate Creative Director.