Yea, I am with you Fit. I don't love it either. I work hard no matter if I run or jog (ok what's the big diff though???). Is there something I am perhaps missing?

A tad rude...

This campaign is stupid!

Completely agree with you...I am not sure if I consider myself a runner or a jogger, but isn't it just great that we're exercising?

A tad rude but it is simply reality. My mile pace is way off of running presently and I don't know if I'll ever be a runner again or want to put my body on that competitive track again. I don't find these ads offensive because I am fine where my physical capabilities are. I do believe that you know if you are a runner or a jogger.

I jog and that's fine because I have a bad knee, but this isn't going help new joggers/runners into the sport. They're going to feel intimidated.

Wow.

I have a lot I could say about this, but overall it seems to be a pretty unintelligent marketing campaign.

I really don't think these ads are offensive at all. They're obviously targeting the more hard-core runners; and what's wrong with that? Every ad campaign will target a different demographic. There are some that target walkers and joggers too.

That there are some runners out there who would rather not be called "joggers" is just a reality; and the makers of this ad understand that and are trying to reach those runners through this sentiment.

I really don't like the arrogant tone in the ads BUT it does sometime annoy me when people who've NEVER exercised before declares that they are running a marathon as a goal or something, I mean you have to acknowledge that it can take years to build a great psychical form

It just seems silly that they are willing to cut out so much of the market by doing that campain.

These are so LAME!!!! hahahahHAHAHAHAHHAH!!!!!

I understand that they're trying to reach a certain demographic but this isn't motivating at all. Or at least not motivating me to go buy those shoes!

anything i wanted to say, rigatoni said very well

i'm a jogger, but i haven't been out for a while because of the knee

I like it. . . PI wants to be market specific. What's wrong with this? It's called target marketing. So they may alienate some customers but they may have loyal customers inside this target. Jogging = 10+ minutes a mile.

"Ever notice how it's always runners that find dead bodies?"

Ewwww! Come on!

I think it's pretty arrogant.

I think it's rude, but if they are set on that demographic and realize that a "jogger" would never buy their shoes, whatev. I personally would never buy their shoes, but hey, some of us have injuries and can't be full-out "runners."
I don't know, I guess it kinda makes me feel like I'm lazy because I can't really RUN, instead of it being a physical thing. I'm taking it too personally.
I'll stick to my Brooks.

I am with everyone else incredibly arrogant and rude. When it comes down to it to me there is no difference between being a runner and a jogger.

ooooh you can run, congratulations-
ever bust your acl playing a real sport? didnt think so

I'm a runner, I have ran xc and track throughout college and can run 6 minute miles and even I am offended at this ad campaign. It says real runners don't run on a treadmill, with an ipod or with a jogging stroller. I do all these things sometimes and I still consider myself a runner. Way to offend runners, joggers and everything in between.

Rigatoni, I think the issue is not if they are targeting a demographic, but that they are so mercilessly ragging on what they deem a 'lesser' group. That's never fair or called for. If you want to target 'runners' then fine, but you don't have to bash other groups to do so. I think this is stupid.

Fit - What IS the difference? Speed? Distance? I mean when I go out and do what I thought was running, am I not? Can you explain for us who do this for exercise and not sport so don't know the 'rules'?

That awful Edward McClelland/Oprah article was the first thing that I thought of too! Can't we all just enjoy some sort of forward movement without trying to belittle one group in marketing to another? There are certainly ways to target a specific group that doesn't put anyone down. Whatever, I'll never buy their shoes.

I have the same question- at what point does one's activity go from jogging to running?

In the same vein, I've seen a lot of animosity from the running community towards people who run with an iPod. This company is just tapping into that same feeling. And from what I've seen at road races, it's probably a pretty significant audience.

I wouldn't go so far to say that this ad is insulting. Just laugh at how seriously these "runners" take themselves and keep on jogging.

I totally agree - it really puts me off. I take my running very seriously although I'm not a fast runner by any means so I find this kind of insulting. Like I'm not welcome with the 'in crowd'.

I like the ads - the last one in particular made me laugh.

They're a shoe that's going to get bought in a proper running shop, not by someone starting out who don't know any better and pick up whatever shoe they like the look of at the mall, so it'd hardly going to negatively impact their sales. Though frankly, anyone who seriously runs already knows which shoes fit their own feet best so they're hardly likely to switch to PI just because of one ad campaign!

Running w/iPod while training is fine, just not during a race.

There are purists who find all the marathons for charity that take people 6 hrs plus to finish insulting to the "sport" of running.

For many, running is a means to an end-to lose weight, etc. For others it is their sport. So let IP target who they like. I find it curious that so many find it insulting. If you enjoy what your doing who cares what a companies ad compaign says. Come on!

I read the whole piece on the website. I can get that running is different from jogging, but I don't see why they need to belittle joggers to explain their point. It's elitist and mean. Kudos to anyone who adds physical activity to their day, whether it's running, jogging, walking, or something else.

I don't see how this is going to help them sell more shoes.

I would consider myself a runner, too. Runners can be a little snobby--these totally play into that and they could be successful in that regard. However, I do agree that it is insulting to joggers who might become runners.

To those of you wondering the difference--there was an article in runner's world & a discussion on their website about the difference between a runner & a jogger. It basically came down to your purpose (i.e. races, becoming faster as opposed to just exercising for your health) and how you go about your runs (are you training, do you have a schedule--long runs, speed work, tempo runs, etc). I guess I would agree with that--I started out just jogging before I became "serious" about running. Not as serious as Pearl izumi...which as snobby as they want to be, I still think of cycling when I hear their name. THEY are kind of like the joggers in the running apparel field. ha ha.

semantics, semantics. if pearl izumi is reaching the audience they want to, then let them. it's just marketing.

I don't like it at all. What do they consider running? "Runners sometimes jog but joggers never run". Um I don't think so. I don't know it bothers me a little bit because I don't understand the point they're trying to make. Runners are more hardcore than joggers? Okay sure. But we can definitely be both.

I'm glad that I bought a pair of Brooks last night (as my first pair of running shoes-training for an 8K in a few months) rather than this brand.

Wow.

this is a really stupid campaign. theyre just playing into runners who are egoists. why dont they have an ad that says "our ancestors never wore high-priced running shoes." i wonder if that would sell any of their sneakers...

Ever seen hip relacement surgery? It's not pretty. Jogging, walking, anything that keeps you moving without pain is great. I ran for decades, competitively too, but the threat of hip replacement surgery slowed me down.

It's just marketing and seems the more shocking and in-your-face, the better for sales. I just hope people realize there may be a price to pay someday for all that joint pounding.

What's interesting is that jogging didn't really exist in the US until 1966 when Bill Bowerman popularized it. The term "jogging" itself wasn't in our vocabulary, either.

I'm not a fan of the campaign--exercise is exercise & everyone should be applauded for their efforts, not alienated by a shoe company. What's up with that!? I'm sure joggers & runners alike take what they do seriously. I know there's a difference between jogging & running (I used to be a runner until hip arthritis axed that), but everyone needs a shoe!

"Ever notice it's always runners who find dead bodies" ??? Are you kidding me?

I'm definitely a jogger. All bodies are not created equal. My legs/back can't handle hardcore running.

When I first saw this on another blog I was nothing short of HORRIFIED!!! They just guaranteed that I'll never buy their products. EVER.

Rude, rude, rude. How about focusing on the positive?

I agree with kiddyland. I'm in advertising, I know what it means to target a certain group for a product. There are MANY ways to do it without belittling anyone else. To act like jogging and running are so different is ridiculous. To act like a Jogger is less than a runner is just offensive. I don't run. Hell I'm probably not even really a jogger. But I'm trying. I'm training to run a 5K in May. Maybe I'll run it, maybe I'll jog it. Does it MATTER

Wow, that's a bit harsh. I'm a speedwalker/jogger. I can't really run because I always get horrible sideaches when I do.

I find it pretty funny.

The ads are supposed to pump you up! Make you want to run faster and harder... I'm sure my husband, who is a runner, would get a giggle out of them. But my Grandfather-in-law, an 80something runner who barely gets about a jog these days (albeit 5 miles a day), would find it amusing, as well. I, however, are not a runner at all. I would hardly label myself a jogger at that. I don't find them anymore insu