We are proud to welcome to USG one of Japan's finest: Mizuno.
There's something to be said for a company or a person that's dedicated their lifetime to their craft. Mizuno’s history begins with baseball: something that they are still inextricably linked to today. In 1906 Rihachi Mizuno & his younger brother Rizo Mizuno, founded “Mizuno Brothers Ltd.” in Kita Ward, Osaka, originally selling western small goods & accessories, including baseballs. The shop’s mark when it was first founded was the “Izuhi.”
Within a few short years Mizuno Brothers Ltd. were already producing made to order athletic wear.
The decades that followed read more like a science journal than the story of a sportswear company. Mizuno dedicated itself to scientific research, focused on developing industry-leading sporting products, and its efforts paid off; especially in Japan. If you ever watch professional sports in Japan, it's inevitable that you'll see a Mizuno logo somewhere mere moments later.
The logo we know as the “runbird” didn’t appear until 1981. Mizuno chose the Geocuckoo as their representative bird, made world-famous by Looney Tunes Road Runner. In the following years they were partly devoted to making the lightest possible pair of running shoes (the "Morelia"), which was considered a featherweight at the time and a real technological feat.
Mizuno was a huge trailblazer in not only the lightweight sneaker movement but other elements of technology too. In 1990, the brand was one of the first to standardise computer-aided design & scaled production.
"Sportstyle" is Mizuno's own take on contemporary sneakers. Inspired by the opportunity to implement the brand’s scientific, evidence-based technology to launch fresh designs, rework existing Mizuno product, and re-release retro classics.
Some notable moments from Mizuno's history include:
Early '90s NBA:
In the early 1990's Mizuno tried to make inroads in an ever-growing basketball market. For a lot of footwear companies, serious basketball footwear was a degree of "uncharted waters" in the Nineties, but there was this man in Chicago at the time.. Mizuno forgoes some of their innovations in weight reduction & trades it with stability, cushioning & height. Mizuno laced up Spud Webb who played primarily for the Sacremento Kings, & Dana Barros who played for the Seattle Supersonics.
(Above: Spud Webb)
(Above: Dana Barros)
1992: Carl Lewis & Barcelona Olympics
Introduced to the public in 1993, the Sky Medal got worldwide attention when athletics legend Carl Lewis wore it during the 1992 Olympic Games in Barcelona.. you know, the same Olympics the Dream Team played in..
Carl Lewis took home 2 gold medals that year. It became a favourite amongst many athletes and is often worn on the running track.
1993: "Sky Medal"
Through Mizuno Sportstyle the Sky Medal is updated with a more modern twist, using premium materials & modern sensibilities.
1995: Mizuno "Contender"
Introduced in 1995 as a running shoe, the lightweight model is characterised by its stability and support. The silhouette was succeeded by the Contender S in 2021, which stays close in design but provides additional cushioning and comfort through the EVA foam technology in the midsole.
(Styled with Grocery pants. Available online @USG)
1996: "Cat Plus"
Mizuno develops “Cat Plus”, running shoes with enhanced forefoot functionality (this isn't even that significant I just wanted to put it in here xD)
1998: Launch of the "Wave Rider"
Named the Wave Rider due to its wave-shaped unit in the midsole of the shoe, The Mizuno Wave Rider was created to propel the runner forward, rather than focus on cushioning the impact of each stride. First released in 1998, the shoe was created to differentiate from other popular brands which were using gel and air to cushion the blow of a runner’s stride. Every year since then has seen a new release, consistently building and improving on the previous iteration.
Mizuno developed a corrugated plate called “Mizuno Wave”, which overcame two contradictory requirements: cushioning and stability. Modern “Wave Rider” running shoes still use this plate to this day.
1998: The Wave Rider is released.
1999: The Mizuno Wave Rider 2 becomes a bestseller due to its re-designed Wave Plate featured in the mid-sole.
2001: The Mizuno Wave Rider 4 receives the model’s first temperature regulation technology called the Intercool, a holed ventilation system which protects feet from blisters.
2004: The Mizuno Wave Rider 7 launches, with improved internal padding and a ventilated mesh for improved comfort and aeration – it proves to be one of the most successful Rider shoes to date.
2009: The Mizuno Wave Rider 12 offered tailored fits for men and women, improving stability and flexibility. The Wave Technology now consists of Pebax Rnew, made entirely from renewable resources and castor oil, helping reduce the carbon footprint of the shoe.
2012: SmoothRide technology is introduced for the Wave Rider 15, to provide increased propel efficiency.
2014: The well-received Wave Rider 17 drops to the model’s lowest weight, thanks to the newly developed U4ic technology, which keeps the cushioning of its previous iterations, but weighs an impressive 30% less.
2019: The latest, and perhaps best Wave Rider is the 23, with new laces, a sleek design, slightly softer cushioning in the heel and a streamlined, supportive upper.
2019: The Wave Rider 23 is released, sporting a cleaner overall look than previous models.
2020: Mizuno have completely recreated the latest model with rich upper upgrades, a rounded heel collar for an irritation free fit & a heel wedge for improved cushioning. Due to these upgrades, the Rider 24 has a 12% energy return up on the previous model, providing a much smoother ride with more cushioning.
2007: "Infinity Wave"
Mizuno's Wave technology is a solution that guarantees a stable ride and greater dynamic cushioning. Shock is distributed all over the shoe platform reducing risk of injuries. Infinity Wave has a more visible and effective construction. Two parallel plates that sit together with soft cushioning pillars in-between to provide cushioning & improved durability by absorbing and dispersing the impact at foot strike. Infinity Wave has gone beyond performance to be embraced by the runway.
Modern Day: Wave Rider β
The latest addition to the enduring Wave Rider series is the Wave Rider β. More than two years in the making, there were six different samples created before arriving at the final product today.
An original model inspired by Mizuno’s 2000s running archive paired with the midsole from the Wave Rider 26. Arnaud Lalanne, Sportstyle Designer at Mizuno elaborates, "The concept of visible technology is important in our DNA, but it's also linked to the idea of humility that is very strong in Japanese culture as well. It's there, we're not hiding it, we're proud of it – but we also don't have to scream it everywhere."
Mizuno continues to push the boundaries of design and innovation. Their pursuit of sports & performance gives endless authenticity to their product. Visit any one of their major flagships around the world & bear witness to multiple floors of sporting goods & athletic gear, mixed in with collaborations with Margaret Howell & Beams. It results in items that are a perfect mix of steeped in practicality, with subtle Japanese sensibilities.
Two colours of the Wave Rider β are available @ USG now!
Keep an eye out for more Mizuno items arriving at USG soon!
