What Mizuno does

Mizuno Corporation (株式会社ミズノ) is a Japan-founded (1906), Tokyo Stock Exchange-listed (ticker 8022) global sports equipment and apparel company with 5,001–10,000 employees, operating across footwear, apparel, equipment, and artificial turf. Its product portfolio spans running, football, golf, indoor sports (handball, volleyball, korfball, netball), martial arts, racket sports, wintersport, swimming, and a Sportstyle lifestyle sub-brand. The company's core technology platform is built on proprietary materials science — most notably Breath Thermo, which converts body moisture into heat — supplemented by Mizuno DryLite, BlindStitch, DynamotionFit, NightLite, Reflection Gear, Mizuno Thermal Charge, and ImpermaLite wind/water-resistant technology. Premium thermal baselayers carry Woolmark Blend certification on Merino wool products. In the venue-equipment segment, MS CRAFT BASEBALL TURF uses specially curled-pile technology delivering approximately 15% improved shock absorption and reduced microplastic outflow, installed in seven professional baseball stadiums across Japan with top domestic market share.

The business operates a hybrid revenue model combining direct-to-consumer sales through regional e-commerce platforms (emea.mizuno.com) and authorized-dealer retail storefronts with B2B enterprise contracts. Pricing spans from €22.50 for accessories to €1,000 for premium outerwear (Ski Breath Thermo Wool Coat), with mid-tier baselayers at €24–€48 and premium Merino wool SKUs at €90–€100. Customer segments include individual athletes and sport enthusiasts, performance apparel buyers, sports teams and clubs, lifestyle/sportstyle consumers, junior athletes, and professional sports venues. B2B channels supply team uniforms to clubs such as AS Monaco FC (home kit 26/27) and corporate clients such as Maeda Road Corporation, with professional athlete ambassadors including Sergio Ramos and Joao Felix in football and the Orix Buffaloes in baseball. Geographic reach is concentrated in EMEA (26+ country storefronts including UK, Netherlands, Germany, France, Spain, Italy, Nordics, Eastern Europe, plus South Africa and Morocco) and Asia (Japan, Israel, Turkey), with Mizuno Corporation UK Limited trading as Mizuno Corporation Netherlands serving as the EMEA regional entity headquartered in Capelle aan den IJssel.

Name

Mizuno

Legal name

Mizuno Corporation UK Limited

Website

https://emea.mizuno.com

Company type

Public

Founded year

1906

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Mizuno is a publicly traded Japanese sports equipment and apparel company (founded 1906, TSE ticker 8022) serving athletes, sports teams, and lifestyle consumers globally with proprietary technologies such as Breath Thermo and MS CRAFT BASEBALL TURF, distributed via DTC e-commerce, retail, and B2B contracts across EMEA, Asia, and Africa.

Ownership category

akta.pro rank

Product category

Sports Equipment & Apparel

NAICS

Footwear Manufacturing (3162), Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Footwear, (No Rubber) (3140), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Athletic & Performance Footwear (CRAAACAA), Soccer/Football Footwear & Apparel Retail (CRAMACAC), Team Sports & On-Field Performance Apparel (CRAAAEAE), Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Athletic footwear
• Sports apparel
• Running shoes
• Thermal baselayers
• Artificial sports turf

Headquarters

HQ city

Capelle Aan Den Ijssel

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Apparel Sales: Direct-to-consumer sales of performance apparel including sportswear, base layers, thermal clothing, and sportstyle (lifestyle) products through e-commerce and retail channels.
2. Footwear Sales: Direct-to-consumer sales of athletic shoes for running, football, golf, handball, volleyball, tennis, and other sports through e-commerce and retail.
3. Team Uniforms and Equipment: B2B sales of custom uniforms and sports equipment to professional sports teams and corporations, including artificial turf installations for stadiums.
4. Accessories: Sales of sports accessories including bags, caps, gloves, socks, kneepads, and other gear.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Mizuno manufactures and sells athletic footwear, performance apparel, and sports equipment across multiple categories including running, football, golf, indoor sports (handball, volleyball), martial arts (judo, karate), racket sports (tennis, padel), and winter sports. The company also produces sport-inspired lifestyle apparel and footwear under its Sportstyle sub-brand, custom team uniforms and corporate apparel, and MS CRAFT BASEBALL TURF artificial playing surfaces for professional baseball stadiums.

Product overview

Mizuno is a comprehensive sports equipment and apparel company offering a diverse portfolio across multiple sports categories. The product portfolio spans core performance categories including Running (shoes and apparel under Wave Rider, Wave Sky, Neo Vista collections), Football (boots and club kits including AS Monaco partnership), Golf (shoes, clubs, balls, bags), Indoor sports (Handball, Volleyball), Martial Arts (Judo, Karate), Racket sports (Tennis, Padel), Wintersport (thermal baselayers), and Sportstyle lifestyle collections. Key technology platforms include proprietary Breath Thermo heat-generating technology (using body moisture to create warmth) combined with Woolmark-certified Merino wool in premium thermal baselayers. The product lineup includes Virtual Body G3/G5 baselayer series, Premium Merino Wool collection, Breath Thermo Jacket and mid-layer products, and MS CRAFT BASEBALL TURF artificial turf for professional stadiums. Mizuno also produces team uniforms and collaborates with athletes including Joao Felix and Sergio Ramos in football.

Differentiator

Problem solved

Functional benefit

Brands

• Sportstyle: Sport-inspired apparel, footwear, and accessories for men, women, and unisex styles—designed for everyday movement.
• Morelia
• Breath Thermo

Products and services

• Running Shoes Performance running footwear including daily trainers, trail running, and performance racing shoes under the Wave Rider, Wave Sky, Wave Horizon, Wave Inspire, Wave Rebellion Pro, and Neo Vista collections, sold to runners from recreational to professional levels.
• Football Boots Soccer cleats and indoor futsal footwear, including the Morelia premium signature collection and partnerships with professional footballers Joao Felix and Sergio Ramos, plus club kits for teams like AS Monaco.
• Golf Equipment Golf shoes, apparel, bags, gloves, balls, clubs, and headcovers for men and women, including Breath Thermo ST mid-layer apparel for cold-weather play.
• Indoor Sports Footwear and Apparel Footwear, clothing, and accessories for handball, volleyball, korfball, and netball, including the Wave Luminous Elite indoor shoe for stability and cushioning.
• Martial Arts Equipment Judo, ju-jitsu, and karate equipment including uniforms (gi), belts, protection gear, and accessories for martial arts practitioners.
• Racket Sports Equipment Footwear, clothing, and accessories for tennis, padel, and table tennis players.
• Sportstyle Lifestyle Collection Sport-inspired lifestyle apparel, footwear, and accessories including sneakers, clothing, and collections like Mizuno X Shinzo, Wave Rider 10, Sky Medal, and Wave Prophecy, designed for everyday movement and athleisure wear.
• MS CRAFT BASEBALL TURF Baseball-specific artificial turf using specially curled pile technology that improves shock absorption by approximately 15% and reduces microplastic outflow, installed across seven professional baseball stadiums in Japan with top market share.
• Premium Merino Wool Baselayer Line (Breath Thermo X Woolmark) Premium Merino wool thermal base layers combining Breath Thermo heat-generating technology with natural Merino wool, certified by Woolmark's Wool Blend certification for cold-weather training. Includes Premium Merino Wool Crew Neck, Half Zip, High Neck, and Long Tights.
• Virtual Body G3/G5 Baselayer Series Mid-range wintersport baselayer and thermal apparel series with BlindStitch anti-abrasion seams and DynamotionFit patterning, available in men's and women's crew, high neck, half zip, and long tight silhouettes.
• Breath Thermo Jacket Baselayer jacket featuring Mizuno Thermal Charge for enhanced muscle power, ImpermaLite wind and water resistance, and Breath Thermo heat generation, priced at €140.
• Ski Breath Thermo Wool Coat (Men) Premium Japanese-made men's lifestyle coat combining Breath Thermo moisture-activated heat generation, Reflection Gear warmth retention, DynamotionFit patterning, and 20K water-resistant wool fabric, priced at €1,000.
• Wintersport Collection Cold weather sports equipment including thermal clothing, ski apparel, baselayers, and winter training gear for cold-weather sports participation.
• Swimming Line Swimming apparel and accessories for competitive and recreational swimmers.
• Team Apparel and Custom Uniforms Custom team uniforms and apparel for sports teams, clubs, and corporate clients, including branded club kits (e.g., AS Monaco FC home kit 26/27) and corporate uniform production (e.g., Maeda Road Corporation).

Quantifiable outcome

• Shock absorption improved by approximately 15% with MS CRAFT BASEBALL TURF artificial turf
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• WoolmarkcoreStrategic or Co-development PartnerMizuno partners with Woolmark for Merino wool product certification. Products combining Breath Thermo technology with natural Merino wool carry Woolmark's Wool Blend certification, guaranteeing fibre content and performance quality standards.
• AS Monaco FCflagshipStrategic or Co-development PartnerMizuno supplies the official home kit for AS Monaco FC for the 2026/27 season. This is a flagship football partnership featuring club-branded apparel and footwear.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ASICS: ASICS is a Japanese-headquartered athletic footwear and apparel company with deep roots in running, handball, and volleyball — the exact niches where Mizuno competes most directly (Wave Rider vs. GEL-Nimbus, handball court footwear). Both share Japanese engineering heritage, performance-first positioning, and similar multi-sport footwear portfolios.
• Puma: Puma is a direct peer in performance running shoes and football boots, both categories where Mizuno fields core franchises (Wave Rider, Morelia). Puma's strong European football heritage and athlete endorsements make it a comparable competitor for the same EMEA consumer base.
• New Balance: New Balance is a direct competitor in performance and lifestyle running footwear (Fresh Foam/Hierro vs. Wave Rider/Wave Sky) and apparel, with overlapping premium running positioning and growing lifestyle momentum similar to Mizuno's Sportstyle line.

Broad incumbents

• Adidas: Adidas is a global incumbent in athletic footwear and apparel, a direct competitor in football boots and running shoes where Mizuno also competes (e.g., Predator/X Crazyflow vs. Mizuno Morelia). Adidas dwarfs Mizuno in scale and North American distribution but overlaps heavily in EMEA football and running consumer segments.
• Nike: Nike is the world's largest athletic brand, competing head-to-head with Mizuno in running footwear (Vaporfly/Pegasus vs. Wave Rebellion Pro/Wave Rider) and football (Mercurial vs. Morelia). Comparable across the product/customer lens even though Nike operates at vastly greater scale and breadth.
• Decathlon: Decathlon is a broad sporting goods retailer and own-brand manufacturer covering many of the same sports as Mizuno (running, football, martial arts, racket sports). While Decathlon sits at a value price point versus Mizuno's premium positioning, the two compete for the same multi-sport EMEA consumer wallet.

Emerging players

• On Running: On is an emerging premium running brand with comparable patented cushioning technology (CloudTec vs. Mizuno Wave plate) and a strong direct-to-consumer motion. Both brands target performance-led runners willing to pay a premium, though On is currently growing faster in lifestyle crossover.
• Hoka: Hoka is an emerging performance running brand with maximalist cushioning comparable in concept to Mizuno's Wave technology. Both target the same serious and recreational runner segments and are scaling aggressively through running specialty retail and DTC channels.
• Salomon: Salomon is an emerging player in trail running and winter sport footwear/apparel — categories where Mizuno has specific franchises (trail running, Breath Thermo winter line). Both brands have a strong technical/engineering DNA and target outdoor performance consumers.

Regional players

• Wilson Sporting Goods: Wilson is a comparable specialist sporting goods brand with multi-sport equipment and apparel, including baseball where Mizuno has turf presence. Wilson's stronger North American position complements Mizuno's Asian strengths, making them partial strategic peers in team sports equipment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mizunorunningeu
• YouTubeyoutube.com/user/mizuno
• Facebookfacebook.com/mizuno
• LinkedInlinkedin.com/company/mizuno
• Instagraminstagram.com/mizuno

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mizuno