MIZUNO CELEBRATES THE ICONIC 90’S WITH THE HELP OF THE STREETWEAR COMMUNITY
After a buzzy year of limited releases, Mizuno finally lands in premium sneakers stores world-wide with its 90’s Athletic collection, primed for launch through a series of events across Europe starting on February 16th.
90s Athletic emerges with great evocative force, mixing the shapes of Mizuno’s staple – the Wave Rider – with iconic prints and vivid colors, thus breaking into the here and now, bringing all the imagery of the 90s with it
THE EVENT LAUNCH
The 90s Athletic launch event revolves around the relationship between Mizuno and its community. The brand has called upon the true experts and passionate individuals who feel close to the brand and its values, and are -as such- its most precious spokespersons.
They are – above all – the “silent heroes” of the sneaker community. These are the people who will be featured prominently in each event, as a sort of gallery of faces, styles, takes on streetwear which transcend trends and speak of knowledge and passion.
Mizuno is celebrating the sneaker community as a whole with this project, engaging a series of micro-influencers and making them the main protagonists of the exhibition together with the product.
Every event becomes a moment that not only speaks of the History of the Mizuno brand and its impressive archive, but that aims to build a bridge with the future of the industry, here symbolised by a crop of sneaker-heads in every different country.
The 90s Athletic collection provides this very bridge between past and present: it is representative of the strength of today, but it can count on roots firmly planted in the unique aesthetic of the 90s. The late part of the decade, in particular, saw Mizuno literally dominate in sports, working with the greatest athletes of the time, and reaching technological peaks in advancement and performance. This collection is a love letter to those years, combining the much-loved shape of the Wave Rider with some of the best, and most iconic, patterns and prints present in the apparel collections of the time.
WAVE RIDER – MAKING WAVES
Two decades in, this sneaker is as sharp looking and as technologically advanced as it was then, as proven by the buzz garnered by a series of high-end collaborations with some of the most highly regarded sneaker shops in the world throughout the last year. Limited releases and immediate sold outs have made an icon out of this shoe, and have created a movement of “Wave Rider lovers” across the globe.
A CALENDAR OF THE EVENTS:
16/02 VENLO – NETHERLANDS – CALICO JACK
16/02 WARSAW – POLAND – WARSAW SNEAKER STORE
21/02 MILAN – ITALY – SPECIAL
07/03 PARIS – FRANCE – SHINZO
Follow the hashtags #mizunorbline #waverider #90sfusion #90sathletic