Why Sneaker Company Mizuno Isn't Milking the Wendy Davis Publicity

Mizuno experienced a surge of traffic with customers searching for Wendy Davis' now-famous pink sneakers. However, they don't seem all that thrilled about it.
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Dhani Mau
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Mizuno experienced a surge of traffic with customers searching for Wendy Davis' now-famous pink sneakers. However, they don't seem all that thrilled about it.
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Getty

While obviously less important than her actions, it was hard not to notice the pink sneakers Texas State Senator Wendy Davis wore (with her Erdem dress) during her 11-hour filibuster on Monday.

They were the shoes that took her through 11 hours without sitting, leaning, eating or drinking. The shoes that are "guaranteed to outrun patriarchy on race day," according to one clever Amazon reviewer, and, naturally, people were curious about them. It wasn't difficult to find out the brand, with several outlets reporting that they were the Wave Rider 16 by Mizuno.

A rep from Mizuno tells WWD that, unsurprisingly, traffic to brand's website nearly doubled, with most visitors searching for Davis's style.

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However, Mizuno does not seem too keen on milking or promoting or cashing in on the publicity--or even expressing support for Davis, as Erdem did, emphatically. The topic of women's rights seems to be one that Mizuno prefers not to take a stance on, which is fine. "We do appreciate Ms. Davis’ choice in athletic footwear; however, do not maintain a corporate position related to the topic in discussion," the rep said.

A search on the FEC's political donations database reveals that Mizuno President Robert Puccini has donated at least twice to the Republican National Committee and voted for Mitt Romney in 2012. So, that could have something to do with the company's lack of enthusiasm.