Activated in the Amazon, the two models arrive on the market this Thursday (14) and materialize the new phase of the Mizuno Crew 21
The Amazon was the setting chosen by Mizuno to activate the launch of its new collection of sneakers, the Mizuno Neo Collection. The two models, the Wave Neo Wind and the Wave Neo Ultra, represent the brand’s most sustainable features in its current portfolio and should guide the development of future products.
The collection arrives on the market this Thursday (14) as part of Mizuno’s global launch. Among the attributes of sustainability, it uses biodegradable and eco-friendly materials, including solutions based on algae and castor beans, which contribute to the reduction of CO2 emissions. In addition, as they do not undergo dyeing, they require a lower volume of water for manufacturing.
Daniel Sarraf, Mizuno’s marketing manager, also says that the brand planted the equivalent of 54,000 tons in carbon emissions, as a way of offsetting the 500 tons generated with the collection’s production. And for every pair sold, two trees will be planted, in partnership with the National Forest Foundation.
For the brand, the two sneakers materialize the evolution of the Mizuno Crew 21 project, created in 1991 and expanded last year, with the goal of zeroing the brand’s CO2 emissions by 2050. care for physical and mental health through sport and respect for humanity.
The collection reaches the Brazilian market at a unique moment for the brand, which had its manufacturing and marketing rights in Brazil acquired by Vulcabras in September 2020 and since February 2021 it has been under the full control of the company, which also owns Olimpikus and to Under Amour. Before, he stayed for 23 years with Alpargatas, owner of Havaianas.
The brand change to Vulcabras was surprisingly positive. The strength of the Mizuno brand, combined with all of Vulcabras’ experience, production capacity, innovation center and structure, allowed the brand to reach unexpected numbers in its first year of operation, says Sarraf.
In the last quarterly report, the company declared growth of 56.5% in the sports footwear category, driven by the three brands and highlighted an incredible recovery of the market by Mizuno, which presented its first collection created and produced under the new command.
The experience on the banks of the Rio Negro and just over 25 km from the center of Manaus, capital of the state of Amazonas, will be the keynote of the strategy to position products with consumers. It has a team of more than 20 influencers, including Tnis Certo, Canal Corredores, Mariana Goldfarb and Mina Winkel.
There, the runners and influencers walked through the forest, received survival tips, got to know the peculiarities of the ecosystems that make up the Amazon region and the gastronomy and its flavors, such as tucum and the famous xis-caboquinho, an intangible cultural heritage of Manaus, and the aa with tapioca.
And, when putting on the shoes, they were welcomed by two indigenous people from the Bar ethnic group for an 8.5km training session through the woods, including the chief, responsible for releasing the start. At the finish line, a medal very different from the ones they usually receive in official competitions, a necklace made with aa seeds.
I’m sure they had access to a lot of relevant information, which will now be disseminated among their followers, adds the executive. The activation will have the carbon emission offset, according to the brand, which is still defining the NGO that will be responsible for the action and promises to communicate on social networks.
