Why Mizuno Makes Work Shoes
"Mizuno Corporation," a long-established sporting goods manufacturer founded in 1906.
Although the company is strongly associated with sports, it also manufactures work shoes for a wide range of industries, including civil engineering, construction, and transportation, and is currently rapidly expanding its market share in these sectors.
Why did Mizuno enter the work shoe market? We spoke with Hisahito Inoue of Mizuno Corporation’s Work Business Division about the background of the development and the project itself.
Development Based on Sports Shoes Faces Durability Challenges
――Why did you decide to enter the work shoe market?
Toshihito Inoue The company had a policy of expanding beyond the sports sector to include categories for the general public. And work shoes were the first category we focused on as an area where Mizuno’s expertise could be put to good use.
The demand for lightweight, comfortable shoes will undoubtedly continue to grow. We are also certain that these shoes will be of great help to people working on-site. With that conviction, we launched the project in 2014.
Mr. Inoue Talks About the Development Story Behind Work Shoes
That said, this was our first time actually making work shoes. So, we began conducting research to understand the needs and feedback from the field. Specifically, we held interviews at worksites in the civil engineering and construction, transportation, and automotive manufacturing industries.
From there, we identified the key requirements for work shoes: “lightweight,” “durable,” and “high safety.”
We also came to understand the issues associated with traditional work shoes, such as “they’re tiring to wear all day,” “they wear out easily,” and “they tend to get stuffy.”
――Based on the feedback you gathered from the field, what kind of work shoes did you aim to create?
Inoue Building on the design of athletic shoes, we have begun developing work shoes that are “strong,” “lightweight,” “breathable,” and “easy to move in.”
First, we created a toe cap out of resin and incorporated a mesh structure into the upper. Since we had plenty of expertise in designing lightweight shoes, we were able to develop a model that we felt would work.
However, we received unexpected feedback from the people on-site whom we had asked to serve as testers.
The trial period lasted about three months. Even during that short time, problems such as “the top of the shoe tore” and “the surface of the toe area wore down” occurred.
From that point on, it was nothing but a series of trial and error.
Work shoes that you wear all day long must feel like ”an extension of your body.”
――How did you overcome those challenges?
Inoue It goes without saying, but you wear work shoes the entire time you’re on the job. They have to function as an extension of your body for far longer than sports shoes do. I thought I understood this, but I hadn’t fully realized it.
So, with safety as our top priority, we set a new goal: to create sturdy, comfortable shoes that won’t tire your feet even when worn all day long.
After several prototypes and consumer surveys, our first commercially available product, “All-Mighty,” was completed in March 2016. A year and a half had passed since the project began.
All-Mighty 2nd Generation / Mizuno—Currently on Sale
――What are the key features of “All-Mighty”?
Inoue The first-generation All-Mighty, which finally made it to market, achieves both strength and flexibility by using synthetic leather in the toe and flex zones.
We’ve also designed the shoe so that the toe cap is less likely to rub against your foot, even when the shoe is bent. The inner lining of the collar is made of synthetic leather, which is more durable than mesh. Additionally, we’ve added ventilation holes to the tongue to help prevent sweating.
Sponge is attached to the flex zone at the toe, creating a design that helps prevent foot pain.
We’ve incorporated the proven expertise from our well-regarded walking shoes into the areas that are crucial for comfort and reducing fatigue.
By using the last (shoe last) from our best-selling product—which has sold over 900,000 pairs in total—we’ve enhanced the fit and flexibility while ensuring a soft, comfortable feel.
〈Lightweight〉〈Comfortable〉〈Durable〉—The Perfect Work Shoes
――What was the market reaction like?
Inoue Each shoe in the 26.0 cm size weighs 400 g or less, making them lightweight, and they are certified as protective sneakers by the Japan Safety Equipment Association (JSAA). Furthermore, they offer a soft, marshmallow-like feel when worn.
Based on this positive response, we were fully confident that the product would be well-received by the market.
Even so, durability can’t be verified until time has passed. We had no choice but to wait and see how it held up, but the results were nearly perfect.
In a survey of approximately 600 people, Mizuno products received high praise for being “durable even after a year of continuous use,” and many purchasers responded that they would “buy Mizuno again.”
――What other feedback did you receive from the field?
Inoue Particularly notable were the comments from the civil engineering and construction industry, such as “They fit my feet securely and don’t slip off. I feel safe even when working at heights,” as well as feedback from the transportation industry, such as “They make driving easier and loading and unloading cargo goes smoothly.”
Based on this feedback, we have expanded our lineup of mid-cut and high-cut styles for a better fit, and we have also released products with reinforced heels to withstand the wear and tear caused by driving and running around.
Work shoes that continue to evolve, reflecting feedback from the field
――They manufacture work shoes for various industries, such as shoes for nurses.
Inoue To date, under the slogan “Supporting Those Who Work on the Front Lines,” we have developed 16 types of products that offer safety, durability, light weight, and superior design. Through this process, we have actively incorporated the needs of various industries.
The second-generation All-Mighty, released in 2017, responded to the demand for a "lighter" model by reducing the weight by approximately 35 grams compared to the previous series.
In addition, while we have offered both shoelace and belt styles since the brand’s inception, we received feedback such as “It’s a problem when the shoelaces come undone” and “It’s dangerous if they get caught in machinery.” As a result, starting with the Spring/Summer 2018 collection, we also began selling models with a tongue that allows the shoelaces to be stored inside.
In addition to the two lines—laces and belts—a new model that can store laces has been released / Mizuno
In addition, since we’ve received many requests for ”shoes that embody Mizuno’s signature athletic style,” we’ve incorporated design elements such as the “eyelet pattern” found on soccer cleats and the ventilation holes on tennis shoes to enhance both design and functionality.
Since the release of the first-generation All-Mighty, we have continued to expand into new industries and sectors, and it was during this process that our nursing shoes were developed.
In addition, we are developing anti-static models suitable for the manufacturing industry (such as precision machinery) and waterproof models suitable for civil engineering work.
Toward a future where Mizuno provides everything needed on the job site
――What's next?
Inoue Annual sales, which stood at approximately 112,000 pairs in 2016, reached approximately 280,000 pairs in 2018. Our primary goal is to further expand this market share.
We also plan to further expand our product lineup to support everyone working on-site. For example, we are currently developing products for the interior construction industry, where workers frequently have to take their shoes on and off.
We will continue to pursue the functionality and design that are unique to Mizuno.
――What kind of work shoes would you like to develop?
Inoue Our goal is to develop a groundbreaking product unlike any conventional work shoe. We want to create stylish shoes that feel comfortable to wear the entire time—from the moment you leave home to travel to the job site by train or bus, all the way back home again.
And I want to create products that completely transform the way people work on-site and build a brand where people say, “We can’t imagine using anything other than Mizuno.”
I'm in charge of footwear, but company-wide, we're currently working on a major project called "Mizuno Work."
Since we also make apparel, gloves, supports, and bags, I’d be really happy if everyone on our team worked hard to make it so that people say, “You can get everything you need for the field right here at Mizuno.”
Wearing workwear: Deputy Director Kayama (left) and Mr. Inoue of the Work Business Division
