Cover Story: Mizuno Q&A with Mizuno Nick Pope, Mizuno’s European footwear business manager
1. Tell us about Mizuno as a brand?
Mizuno is one of the world’s longest established sports brands. Founded in Japan in 1906, we have dedicated more than a century to improving sporting performance. In typical Japanese fashion we have a total obsession with quality, performance and enhancing the consumer’s experience of our products.
2. What are your biggest selling products?
The Wave Rider neutral cushioned running shoe and its supportive partner the Wave Inspire are our two biggest selling products. Both of these shoes have a well-established history in the market with a dedicated following of runners relying on their cushioning and support every step of the way. In summer 2012 we will launch the 15th version of the Wave Rider and the eighth version of the Wave Inspire shoe, each with the very latest technologies to ensure the very best running experience. However, more recently, products such as the Wave Ultima and Wave Nexus are starting to climb the rankings as a firm favourite amongst our customers.
Rider
3. What new products do you have planned for the future?
The Wave Enigma launches in July 2011. Positioned at £105 this is a totally new cushioned shoe aimed at runners who seek a well cushioned, protective ride. The shoe features a full length wave plate, AP+ premium midsole foam and a really luxurious soft upper which offers amazing fit. The result is an amazing fit-ride combination which really has to be tried to be fully appreciated. Looking ahead, in summer 2012 we will launch the 15th version of the Wave Rider and the eighth of the Wave Inspire. These are totally new shoes and benefit from the new Smoothride system with forefoot flex control, which has been
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www.sgb-sports.com Enigma
successfully marketed on the Wave Creation and Wave Nirvana shoes this year. 2012 will also see the launch of a new running and training concept for the brand as a whole.
Inspire
4. What will be the biggest selling products for Mizuno over the next 12 months?
Creation
I would expect the Wave Rider and Wave Inspire shoes to remain in the top spot but newer models such as Wave Ultima and Wave Nexus are really starting to grow. I would expect to see the Wave Enigma also achieve very strong sell-through following its launch.
5. What value- added services do you offer retailers?
In addition to our team of technical reps regularly visiting our retailers, Mizuno now offers a dedicated retailer website (
www.mizunoretailers.co.uk), providing a range of services from marketing materials to technical support. In short, the Mizuno Retail Support website is an online resource to support all of our retailers with their in-store marketing needs. As well as information on new products and technology, there are downloads (image library, logos, catalogues) and regular competitions. Mizuno looks to drive runners into stores through offering retail-led consumer competitions. The Mizuno Running Series has offered runners the chance to win once-in-a-lifetime experiences to run races in amazing locations such as Japan and Namibia through in-store product promotions coupled with PR and marketing activities, encouraging customers to find out more in their nearest Mizuno retail
outlet.
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