Mizuno is moving into the lifestyle segment with a sneaker version of its Wave Rider running shoe, first launched in 1998. Called Wave Rider 1, the new sneaker will be the first product in a new Sports Style category for the Japanese brand. It is being introduced selectively at retail for the current spring/summer season in Germany, the U.K., the Netherlands, Italy, Spain, France, Denmark and other countries. For launch of the new category, Mizuno says it has assembled a “family“ (Kazoku in Japan) of like-minded, sneaker-obsessed brands and retailers from across Europe and Japan. The members of this Kazoku – including Patta, Solebox, Slam Jam Socialism, Sneakersnstuff, Mita, Beams, Wood Wood, Afew, Titolo, Hanon, Footpatrol, One Block Down and 24 Kilates – will receive new and exclusive Mizuno releases and work with the brand on one-off collaborations.

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