Rise by Routines
A brand campaign for sustainable growth
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How can a brand be meaningful and distinctive in a crowded landscape? With Rise by Routines, we developed a brand campaign for Mizuno that focuses on something more fundamental than motivation or peak performance: daily consistency. Inspired by the Japanese Kaizen philosophy, continuous improvement, Mizuno invites athletes to move not harder, but more consistently. No empty slogans, but a real lifestyle shift.
This approach breaks with the conventions of traditional sports campaigns: no adrenaline rush or aggressive push, but calm, purposeful guidance rooted in a deeper philosophy.
The campaign tells a story of progress through small, daily steps. From the focus of volleyball international Britt Bongaerts to the structured routines of Dutch hockey captain Thierry Brinkman: their personal habits make growth tangible and relatable. Stories that inspire athletes at every level to find their own rhythm.
To help translate that mindset into action, we also developed an AI-powered Routine Generator: a digital tool that turns personal goals into achievable daily habits.
Rise by Routines shows that real change doesn’t start with spikes, but with structure.
