Sports manufacturer Mizuno Corpo-ration launched Mizuno Sports Style this spring, marking the company’s entry into the lifestyle market, with a focus on casual sporting goods. Mizuno Sports Style shoes are set to be available for purchase from 10 February.

The 4 product models available will feature 12 items in total. The product designs are based on a refashioning of a popular model from the 1980s. Sales will be expanded gradually from Japan to China, Korea, Taiwan, Hong Kong, Singapore, Thailand, and the Philippines. There are also plans to expand into Europe and other regions in the future.

Under this brand, Mizuno will develop products that combine the superior manufacturing skills that the company has built up in the high-performance sports goods market, and an aesthetic suited to everyday life. The products will prominently feature the company’s corporate colour Mizuno sky blue, as well as company logos from the 1960s to the 1980s, accentuating the company’s roots and originality.

The first set of shoes to be launched will include a reproduction, as well as a model made using cowhide for the entire upper part of the shoe. Prices range from 8,900 yen to 25,000 yen.

Mizuno celebrates its 110th anniversary this year, and its pursuit of functionality to fulfil the needs of athletes has long been the source of its market competitiveness and the foundation of its manufacturing prowess. The new brand maintains the technology and style of models sold in the 1980s, while incorporating material and colours that form a design suited to everyday life.

Going forward, the company plans to also sell apparel and engage in collaborative projects.