Mizunomi

1. Brief history
2. The consumer who uses the product and how is it used?
3. What has changed? How it impacts consumer? (Appeal/Innovation)

MIZUNO

Introduction

In the sporting goods industry, the logo of Nike and Adidas are the most well known and easily recognized in the world. But, there’s the Runbird - a beautiful, free-flowing, graphic symbol of Mizuno has gained recognition in the last decade as a world leader of sports equipment manufacturing. Runbird combined two concepts: Run which equated to health and sports and Bird which in Japan symbolizes the expansion of free spirits.  The Runbird line means our shoes have a ‘sense of speed and a feel of strength” as well as ‘tenderness and flexibilty’. In addition, Mizuno’s mission is contributing to society through the advancement of sports and the promotion of better sporting life.

Mizuno controls safety and the quality of products by conducting different reviews in their development stages to check their structures, materials and technological aspects for months. To make sure a product is defective, a pre-shipping inspection will takes place.

History

The Early Years

Mizuno was founded in 1906 as Mizuno Brothers Ltd by Rihachi Mizuno and his younger brother Rizo, in Osaka.

The shop sold western sundries, including baseballs.

After many years in 1941, the company name changed to Mizuno Co.Ltd and has started manufacturing and selling footwear, athletes wear, apparel and accessories of different sports including football, volleyball, handball, tennis, rugby, football and netball.

The first American factory was established in Los Angeles, under the denomination American Mizuno in 1961.

During the following years, Mizuno signed sponsorship deals with some of the most prominent personalities in sports, such as track and field athlete, Carl Lewis, the All Blacks rugby team, former San Francisco 49ersquarterback Joe Montana, for most of his years in the NFL, the Manu Samoa rugby team, Czech tennis player Ivan Lendl, and golf player Nick Faldo.

The company also expanded its operation centres opening new factories in Germany, France, China PR, Scotland and Hong Kong.