- David Gianatasio, Adweek

BooneOakley in Charlotte, N.C., has added the Mizuno USA account following a review, and its first work for the brand will break in the fall across traditional and online media.

Phil Smith, president of the independent shop, said: "We like passion brands, and our research tells us that Mizuno is a brand people are passionate about. Our job is simple -- just get a few million more athletes on the Mizuno bandwagon."

Work will target sports enthusiasts in running, baseball/softball, golf and volleyball.

Bob Puccini, president of the Norcross, Ga.-based Mizuno, lauded BooneOakley's "drive and heart" and its ability to position a challenger brand for growth in a highly competitive market.

The budget moving forward was not disclosed but is likely in the low-seven-figure range. Mizuno spent $2.5 million on ads in the first 11 months of 2009, per Nielsen, down from almost $4 million during all of '08. The client had recently worked with Atlanta independent Huey/Paprocki.

BooneOakley also works for Bloom, Wave Energy Drink, ISS Research, CarMax and Visit Charlotte.