Mizuno U.S.A. reporting record revenue and profit in 2010. The company, whose Japanese parent reported results last week, indicated that it enjoyed an uptick across the board in each of its core products divisions, including golf, running, baseball, softball and volleyball for footwear, equipment and apparel. In addition, the company said it has doubled the investment in brand marketing infrastructure from 2010 to 2011.
As reported, currency-neutral sales grew 16.1 percent in the Americas, which consist primarily of North American sales.
Mizuno U.S.A’s statement said sales in the U.S. were driven by heavy increases in Running and Volleyball at 26.5 percent and 22.8 percent respectively. Diamond sports, including softball and baseball, saw a healthy 10.5 percent growth. Golf showed signs of recovery with a 3.2 percent increase over the previous year. The statement read, “These record sales and profits were driven by strong category growth in running footwear, success in baseball and softball gloves, apparel and protective gear, momentum in volleyball apparel, footwear and accessories and increased iron sales in the golf division.”
Added Bob Puccini, President and CEO of Mizuno U.S.A., “Platforms like our Performance Fitting System in golf and our mobile engagement platforms across running, baseball, softball and volleyball have allowed U.S. to achieve this, and are a critical part of the success were enjoying.”
Mizuno USA said its success stemmed from its focus on innovation. Examples cited were its proprietary Wave Technology for running shoes, its ball glove and footwear designs for baseball, or its patented Grain Flow Forged irons in golf. Recently, the emphasis on innovation has been complimented by an increased focus on personalization and grassroots platforms that engage the end user and achieve a unique level of personalization of the products to the user.
“We will never sacrifice the quality of our products or our spirit of innovation, in exchange for market share. Becausee of this, in order to grow, we are charged with finding unique ways to engage our core consumer and differentiate our brand by truly helping them maximize their performance and success,” said Puccini.
In golf, Mizuno highlighted its award-winning Performance Fitting System (PFS) golf club-fitting experience available today. The system is based on its “Shaft Optimizer” – a golf club armed with a digital sensor on the shaft that registers the essential mathematical performance dynamics of each golfer’s swing in a matter of three simple swings.
In running, Mizuno’s fleet of “Run With U.S.” mobile vehicles travel regionally around the country, allowing people to test drive their latest products and offering biomechanical analysis of an individual’s feet, unique stride and gait, allowing them to understand which Mizuno running shoe is best designed to work with and maximize their natural tendencies.
In baseball, softball and volleyball, a large part of Mizuno’s focus is on team sports at the high school, college, elite amateur and professional levels. To serve the needs of Mizuno’s vast network of teams and athletes, the company has 11 vehicles each devoted to a separate region, allowing Mizuno to serve the individual needs of each customer in terms of new equipment and customizing existing equipment, while in the process, capturing invaluable U.S.er feedback that is often the basis of new product innovations.
“Were thrilled and proud of the success we had this past year, but this is only the beginning,” said Puccini. “2011 has been and will continue to be about building on this success and momentum with exciting brand marketing and consumer engagement platforms that will allow U.S. to amplify our story of quality, innovation and most importantly, commitment to the success of our customers.”
Total revenues for Mizuno Corp. increased to 150.0 billion yen ($1.85 bn) from 148.7 billion yen. Operating income climbed 65.2 percent to 4.6 billion yen ($56.6mm) from 2.8 billion yen. Overall net earnings rose to 2.84 billion yen ($34.9 mm) from 1.6 billion yen a year ago.
