上海美津浓有限公司

What 上海美津浓有限公司 does

上海美津浓有限公司 (Shanghai Mizuno Ltd.) is the wholly-owned Chinese operating subsidiary of Mizuno Corporation (美津浓株式会社), the Japanese sports equipment manufacturer founded in Osaka in 1906. The entity sells and distributes Mizuno-branded athletic footwear, apparel, and equipment in China across eight horizontal sports categories — running, soccer/football, tennis, swimming, golf, baseball, indoor sports (badminton, table tennis, volleyball), and casual lifestyle. Its product portfolio is anchored by proprietary in-house technologies including MIZUNO WAVE (midsole cushioning and stability, introduced 1997), MIZUNO ENERZY (energy-return midsole material, 2020), U4IC/U4ICX, X10 outsole rubber, SMOOTHRIDE geometry, and apparel technologies such as BREATH THERMO, FLAT SWIM, and ICE TOUCH. Product pricing ranges from entry-level items around ¥268 to professional equipment over ¥4,180 (e.g., limited-edition MIZUNO PRO A51 baseball gloves).

The company operates a hybrid B2C go-to-market model combining direct e-commerce on Tmall and JD.com (including specialized storefronts for golf and swimming) with a nationwide physical retail footprint spanning Shanghai, Beijing, Hangzhou, Ningbo, Suzhou, Wuxi, Nanjing, Hefei, Changsha, Wuhan, Chengdu, and other cities, supplemented by authorized golf pro shops. It also operates the Qingpu factory in Shanghai, a wholly-owned subsidiary producing baseball gloves and baseballs since 1996, providing vertical integration for the core baseball category. Commercial activity is supported by athlete sponsorship programs (Mason Mount, Joao Felix, Yu Bingyu, Okuhara Nozomi, Okamura/Yamashita) and brand collaborations (DRAGON76, Sorayama, Ichiro Suzuki, and anime franchises), plus enterprise partnerships such as the China National Baseball Team (2022) and Nanjing Tech Jiangsu Women's Softball (2025).

Revenue is not publicly disclosed. The entity is small in local headcount (14 employees) relative to the parent group's 4,442 global employees as of March 2019, and is governed and supported by the publicly listed Japanese parent. Recent activity through mid-2026 shows continued product cadence (WAVE ENFORCE COURT, WAVE ENFORCE TOUR 2, WAVE EXCEED TOUR 7, new pickleball line, DRAGON76 collaboration) and category expansion into swimming and lifestyle segments. No funding rounds, M&A activity, leadership changes, or restructuring events have been disclosed for the China entity, consistent with its position as a strategic operating subsidiary within a mature global brand.

Name

上海美津浓有限公司

Legal name

上海美津浓有限公司

Website

https://mizuno.com.cn

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

11–50 employees

Short description

Shanghai Mizuno Ltd. is the wholly-owned Chinese subsidiary of Japanese sports equipment maker Mizuno Corporation, selling and distributing multi-sport athletic footwear, apparel, and equipment across running, soccer, tennis, golf, baseball, swimming, and indoor sports through Tmall, JD.com, and a nationwide physical retail network in China.

Ownership category

akta.pro rank

Product category

Athletic Footwear and Sports Equipment

NAICS

Shoe Retailers (45821), Sporting Goods Retailers (45911), Footwear Manufacturing (3162), Sporting and Athletic Goods Manufacturing (33992)

SIC

Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Athletic & Performance Footwear (CRAAACAA), Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA), Soccer/Football Footwear & Apparel Retail (CRAMACAC), Golf Footwear & Apparel Retail (CRAMACAH)

Keywords

• Athletic footwear
• Sports equipment
• Running shoes
• Golf equipment
• Baseball gear

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sports Equipment and Apparel Sales: Revenue generated from direct sales of athletic footwear, apparel, and equipment across multiple sports categories including running, soccer, tennis, swimming, golf, and baseball through e-commerce platforms and physical retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Shanghai Mizuno Ltd. manufactures and sells athletic footwear, apparel, and sports equipment for running, soccer, casual lifestyle, indoor sports, golf, swimming, tennis, and baseball through e-commerce platforms (Tmall, JD.com) and a nationwide network of physical retail stores across China. The portfolio is anchored by proprietary footwear technologies such as MIZUNO WAVE and MIZUNO ENERZY, with in-house manufacturing of baseball gloves and balls at the Qingpu factory, and products specifically designed for Asian foot anatomy.

Product overview

上海美津浓有限公司 is the Chinese subsidiary of Japanese sports equipment manufacturer Mizuno, established in 1906. The company offers a comprehensive sports equipment portfolio spanning running shoes (慢跑鞋), soccer/football shoes (足球鞋), casual footwear (休闲鞋), indoor sports shoes (室内综合运动鞋), golf equipment (高尔夫球杆及套杆), swimming gear (游泳装备), tennis products (网球鞋、服装、包), and baseball equipment (棒球手套、球棒、棒球鞋、服装). Key product technologies include MIZUNO WAVE cushioning technology for shoes, MIZUNO ENERZY midsole material (2020), and specialized apparel technologies like Breath Thermo for warmth, Flat Swim Technology for swimming, and Dynamotion Fit for clothing. The company also offers the COM-PATH shoe fitting system and operates both online stores (Tmall, JD.com) and physical retail locations across China.

Differentiator

Problem solved

Functional benefit

Brands

• Crazylove: 美津浓子品牌/联名系列

Products and services

• Mizuno Running Shoes Series (慢跑鞋系列) Running and jogging shoes featuring MIZUNO WAVE technology for cushioning and stability, designed specifically for Asian foot shapes and offered at multiple performance tiers. Targeted at recreational and competitive runners in China.
• Mizuno Soccer/Football Shoes (足球鞋系列) Soccer cleats including Morelia, REBULA, and MONARCIDA NEO series, designed for Asian foot shapes with emphasis on touch, control, and lightweight performance. Targeted at professional and amateur soccer players.
• Mizuno Casual Lifestyle Sneakers (休闲鞋系列) Casual lifestyle sneakers including WAVE RIDER, SKY MEDAL, and MIZUNO RS88 models designed for everyday wear with athletic heritage styling.
• Mizuno Indoor Sports Shoes (室内综合运动鞋) Indoor court footwear including table tennis shoes, badminton shoes, and volleyball shoes engineered for quick directional changes and lateral stability.
• Mizuno Golf Equipment (高尔夫球杆系列) Golf equipment including JPX923 iron sets (Tour, Hot Metal, Hot Metal Pro, Forged), ST-Z and ST-X drivers, golf balls, and complete club sets (e.g., JPX-Q women's set) with custom fitting services.
• Mizuno Swimming Equipment (游泳装备) Swimming products including GX·SONIC competition swimwear with Flat Swim Technology, swim caps, goggles, towels, and accessories targeted at competitive swimmers.
• Mizuno Tennis Products (网球系列) Tennis footwear and apparel including WAVE EXCEED TOUR, WAVE ENFORCE TOUR, WAVE ENFORCE COURT, BREAK SHOT series, and tennis bags (up to 6-racket capacity). Designed for stability and performance on court.
• Mizuno Baseball Equipment (棒球装备) Baseball equipment including gloves (MIZUNO Pro A51, Global Elite, WILL DRIVE, Mz Softer series), bats, cleats (LIGHTREVO, WAVE SELECT NINE, Global Elite), uniforms, and protective gear. Manufactured at Mizuno's Qingpu factory in Shanghai.
• Mizuno Pickleball Equipment (美津浓匹克球装备) Pickleball product line including shoes and apparel launched in China in 2026, expanding into the emerging racket sport category.

Quantifiable outcome

• Mizuno sponsored athletes won 2026 US Open Badminton Men's Doubles Championship

Named customers8 records

Segments7 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

Five partnerships are on record, tiered core, major and minor.

• 南工大江苏女垒 (Nanjing Tech University Jiangsu Women's Softball)coreStrategic or Co-development Partner · 24 October 2025Strategic partnership with Nanjing Tech University Jiangsu Women's Softball team, supporting their championship goals
• 中国国家棒球队 (China National Baseball Team)coreStrategic or Co-development Partner · 23 February 2022Mizuno officially signed as sponsor and equipment provider for the China National Baseball Team, leveraging 150+ years of baseball equipment expertise
• 上海美锦 (Shanghai Meijin)majorStrategic or Co-development Partner · 11 March 2019Strategic cooperation announcement made at 2019 'Craftsmanship and Renewal' event for brand new era
• 空山基 (Hajime Sorayama)minorGTM or Marketing PartnerLimited edition collaboration featuring Sorayama's futuristic robot aesthetic on Mizuno products
• DRAGON76minorGTM or Marketing PartnerStreetwear collaboration combining Mizuno athletic functionality with DRAGON76's design aesthetic

Scale indicators3 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• ASICS: Japanese-headquartered athletic footwear and apparel company with strong running heritage and proprietary cushioning technology (GEL, FlyteFoam). Direct competitor to Mizuno in running, tennis and indoor court footwear globally and in China.
• Li-Ning: Leading Chinese domestic athletic brand competing head-to-head with Mizuno across running, basketball, badminton and casual sportswear in China, with similar multi-category horizontal strategy and price-overlap at mid-tier.
• Xtep International: Chinese athletic footwear brand focused on running and mass-market sportswear. Competes with Mizuno at the value-to-mid price tier with broad China retail coverage.
• New Balance: American athletic footwear and apparel brand with strong running, lifestyle and tennis credentials. Competes with Mizuno in China running shoe market and lifestyle/casual sneaker segment.
• Under Armour: American performance athletic apparel and footwear brand competing directly with Mizuno in running, training and casual categories, with established China presence and similar mid-premium positioning.
• PUMA: Global athletic brand competing with Mizuno in running, soccer (notably partnering with top players), golf and lifestyle categories; significant China retail and e-commerce presence.
• Anta Sports: China's largest domestic sportswear group (also owns FILA, Descente, Kolon) competing in running, training, kids and lifestyle segments with extensive retail footprint overlapping Mizuno's channels.

Regional players

• 361 Degrees: Chinese athletic footwear and apparel brand focused on running, basketball and kids. Overlaps with Mizuno in value-tier running and broad sportswear categories within China.

Broad incumbents

• Adidas: Global athletic giant competing with Mizuno across running, soccer, tennis, golf, swimming and lifestyle segments with significant China retail presence.
• Nike: Largest global athletic brand with dominant China share across running, soccer, basketball and golf. Competes with Mizuno as a broad incumbent across virtually every category Mizuno participates in.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/%E4%B8%8A%E6%B5%B7%E7%BE%8E%E6%B4%A5%E6%B5%93%E6%9C%89%E9%99%90%E5%85%AC%E5%8F%B8

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about 上海美津浓有限公司