Mizuno: New distributor plans increase in marketing, and diversification of sports categories
Johannesburg, Gauteng, SA – Digital Wellness has been appointed by Mizuno Europe as the new Mizuno Footwear distributor for Southern Africa.
It was previously distributed by Performance Endurance Solutions.
Brian Kerby will continue with the brand, filling the role of Mizuno Brand Manager. He and Digital Wellness MD Ricky West responded to questions:
What categories does your agreement cover, and for which areas?
Running, trail, indoor, court, football, rugby and padel. as well as luggage and apparel. Territory is Southern Africa.
Why was Mizuno attractive to Digital Wellness (and why was Digital Wellness attractive to Mizuno)?
Digital Wellness has been distributing sporting brands within Southern Africa for over 12 years and has established a great distribution network in hockey, cricket, padel and pickleball. Footwear, and specifically the running aspect, has always interested us and we are excited to grow this category within our suite of products. We have always striven to be an all-round sports distribution business covering as many sporting categories as possible, allowing retailers and consumers a one-stop shop shopping experience.
Will there be any changes to the way Mizuno distribution is handled?
Marketing and promotion of the brand will most certainly increase. Digital Wellness has a very good understanding of digital marketing, and we will use our expertise in this space to get the products exposed to the brand’s target market. There are categories where Mizuno is exceptionally strong, other than specialist running, that we will invest in, such as rugby and football, where Mizuno has excellent product that is internationally recognised. We will also make sure the product for sports like netball, tennis, padel and volleyball are exposed to the Southern African market.
Who will your target market be in terms of types of retailer and types of product?
Specialist running stores will be the main target for the running specific categories. Mizuno has a strong product offering in the specialist space with products gaining some impressive global following and recognition. Having said that, we have a very comprehensive offering which will suit both the specialist and general sports retailer.
How well is Mizuno currently doing in SA?
Mizuno has a loyal following, and the specialist retailers are very familiar and interested in the brand and Mizuno products. With some marketing and sales support, we will grow substantially over the next 3 years.
How well does Mizuno fit in with your other agencies?
As a sports specialist distribution, many of the target markets for our other agencies will also be runners and there is significant overlap in both the consumers and the retailers we work with.
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