Woolmark marries up Mizuno with Merino
Japanese sporting goods giant Mizuno has expanded its use of Merino wool in its base-layer ranges in a series of initiatives during the past year, thanks to R&D and marketing support from Woolmark.
Established in Japan in 1906, Mizuno is the second largest sports brand in Japan. It has grown into a major global manufacturer and retailer of sporting apparel, footwear and equipment with annual sales worth approximately A$2.25 billion and a 23% year-over-year growth last year.
AWI Regional Manager Japan & Korea, Samuel Cockedey says Woolmark last year worked with Mizuno to introduce Merino wool into its popular Breath Thermo performance base-layer range and has since cemented the relationship to ensure the success of two new Merino wool ranges launched by Mizuno.
“By collaborating on both R&D and marketing with Mizuno, we have been able to build the company’s awareness of Merino wool as a performance fibre, which has resulted in the development of new Merino wool-rich base-layer products launched in the Japanese market,” said Samuel.
“This is part of Woolmark’s strategy in Japan to invest in growth with leading sports and outdoors brands by developing multi-year collaborations with a focus on volume. This helps ensure the success of the brands’ newly launched wool products and secures increases in their Merino wool usage in the long term, which benefits Australian woolgrowers.”
Merino introduced into Breath Thermo range
In the first of three initiatives, Mizuno for the first time included Merino wool in its popular Breath Thermo performance base-layer range last year. Up until then, Breath Thermo had been made entirely from synthetic fibres. However, to celebrate the 30th anniversary of Breath Thermo, Mizuno introduced Merino wool into its range of heavy-weight tops and bottoms for men and women, positioning them as the premium line of the Breath Thermo range.
“The introduction of wool into the Breath Thermo fabric was a perfect way to elevate and add premium value to this popular range that everyone knows and loves. Merino wool is the fibre that brings out the best in Breath Thermo,” said Ogawa Akira, Senior Advisor at Mizuno.
21,000 pieces of the Woolmark-certified products, containing 60% Merino wool, were launched in September 2023 for Japan’s autumn/winter season.
Mizuno introduces new Merino product
The 365 All-in-One Merino wool blend T-shirt was a brand new product from Mizuno.
The very positive reception to the new Breath Thermo range paved the way for the collaborative development of a completely new product from Mizuno: the 365 All-in-One Merino wool blend T-shirt, which was launched in May 2024. The 50% Merino wool fabric is a double knitted fabric with jersey on one side and a mesh on the other, providing top performance with an everyday look.
The T shirt, available for men and women in three styles, is intended to be an all-season, trusty staple in busy people’s wardrobes. It is the first product worldwide to achieve dual certification and labelling from Woolmark for Total Easy Care and Merino Perform.
Mizuno expands its Breath Thermo range
Mizuno’s latest Woolmark-certified mid-weight Breath Thermo long sleeve shirt and tights, launched in October this year.
In the third and most recent initiative, and as a result of the continuing R&D and marketing collaboration between Mizuno and Woolmark, the Japanese brand in October released a mid-weight Breath Thermo product range of Woolmark-certified tops and bottoms for men and women, as well as continuing its heavy-weight range, for the 2024/25 autumn/winter season in Japan.
Woolmark is supporting Mizuno in a promotion of the products during a five-month digital and social media campaign.
There are a total of 28,000 pieces of Woolmark-certified, premium wool garments (Breath Thermo and 365 All-in-One) available to purchase this season, which is a 33% increase from last year. Sales are going well.
Woolmark is currently discussing more global projects and further product categories with Mizuno.
“Thanks to Woolmark, our development and marketing teams have learnt more about Merino wool and how to develop products with it and how to promote it. The collaboration has been most beneficial for us,” said Ogawa Akira.
More information:
https://jpn.mizuno.com/breaththermo/wool
https://jpn.mizuno.com/underwear/merinowool/365all
This article appeared in the December 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
