Mizuno sneakers: the Japanese brand that should be on your radar
10.5.2024
Translation: Julia Graham
Looking for stylish sneakers that aren’t on everyone’s feet? Then Mizuno, the most underrated sneaker brand IMO, might have what you’re after.
Hype culture in sneaker world has trends spinning at a dizzying pace. A sneaker that everyone’s after today may be considered basic the next, or at worst, cringeworthy. How can we escape this merry-go-round? By focusing on brands that are more resilient to hype than the likes of Adidas and Nike. I’d suggest stylish sneakers from Japanese brand Mizuno.
Founded in Osaka in 1906 by Rihachi Mizuno and his younger brother Rizo, the company initially focused on baseball accessories. In the decades that followed, they gradually expanded on this range. Mizuno was soon supplying high-quality, innovative equipment to tennis players, golfers, footballers, handball players and runners. The brand has long been a renowned name in the world of sport. In fashion, on the other hand, it’s only just beginning to gain ground. And it does so in style.
Source: Instagram @mizuno_sportstyle/Daniele Misso
Gorgeous designs and exciting collabs
In 2018, the company ventured into new territory with the launch of its Sportstyle product line. Mizuno breathed fashionable flair into its performance-orientated designs and planned clever collabs, such as those with Dutch streetwear label Patta and trendy shoe shops, such as Footpatrol and Shinzo Paris.
Mizuno recently collaborated with city pop icon Hiroshi Nagai. This graphic designer defined the aesthetics of the 80s genre with his album cover designs, a look which is currently experiencing a surge in popularity. If you scroll through Instagram reels, YouTube shorts or TikToks, your ears will likely be hit with Stay With Me by Miki Matsubara in less than five minutes.
Source: Instagram @mizuno_sportstyle
Capturing the zeitgeist paid off and secured Mizuno a place in the fashion world. These days, if you ask trainer fans or fashion enthusiasts which underrated sneaker brand to watch out for, the name Mizuno will almost certainly come up pretty quickly.
Tried and tested Wave technology
Mizuno is known for its Wave technology, which was first introduced in 1998. This swell-inspired midsole is designed to both cushion and stabilise. Designer Tuan Le explains to High Snobiety that it «stretches out upon impact and propels the runner forward as it returns to its regular waved shape.» This technology is used for numerous everyday sneakers in a number of different ranges, including Sportstyle.
Source: Instagram @mizuno_sportstyle
If you’re a fan of retro running shoes, you’ll be able to fill your boots with the Wave Rider 10, Wave Rider Beta and the slightly futuristic Wave Rider Prophecy models. The Contender design is also very popular. Meanwhile, if you prefer more of a basketball-inspired silhouette, you might like the City Wind.
Header image: Instagram mizuno_sportstyle
Has endless love for shoulder pads, Stratocasters and sashimi, but a limited tolerance for bad impressions of her Eastern Swiss dialect.
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