Alpargatas SA : Alpargatas signs long term agreement with Mizuno USA

Alpargatas signs long term agreement with Mizuno USA

Alpargatas and Mizuno have been commercial partners on some of the most important markets in Latin America for 17 years. Since 1997 Alpargatas has the license to distribute and produce Mizuno footwear, Apparel and Accessories. The business has been performing so well that sales have increased by 4 times in the past 5 years and now the companies have signed a new long term agreement. There will be 26 years with a 13 years initial period and a renewal clause for additional 13 years.
"Brazil has an important Running market and Mizuno is the market leader in that segment. This is a result of the brand building work supported by high technology products, innovative designs and quality" said Márcio Utsch, president of Alpargatas.
Alpargatas is a footwear industry leader in Latin America managing brands like Havaianas, Dupé, Topper, Rainha, Timberland and, more recently, Osklen. This market leadership is a result of broad marketing knowledge of consumer habits and preferences, innovation, product quality and development, distribution and clients.
The marketing strategy for the brand includes advertising, activities at the point of sale, sponsorship of athletes and events. Alpargatas innovates with activities that end up becoming benchmark such as the product technology training for sales clerks. Mizuno will sponsor more than 30 races in 2014, among them, the Mizuno Uphill Marathon (42km incline running in one of the 5 most beautiful roads in the world) and has become reference to professional and amateur runners.
Mizuno is a centennial multinational company with the headquarters based in Japan. Committed to perfection, it is a pioneer in terms of innovation, offering athletes the most advanced technologies for sports performance. In addition to that, Mizuno dedicates special attention to the Brazilian consumer. In partnership with Alpargatas, it develops differentiated products for the country addressing specific local consumer needs. There is also the creation of exclusive and limited edition products.
"Alpargatas has consistently demonstrated deep knowledge of the market as well as solid competency in the management of brands and operational efficiency. This successful partnership that we are extending with this new agreement is grounded on the values shared between Alpargatas and Mizuno which include technological
innovation, belief on the strength of the brand, trust and respect of traditions" said Bob Puccini, president of Mizuno USA, Inc. and director of Mizuno Corporation, responsible for the Americas.
The plans for the brand are audacious. Alpargatas and Mizuno's objective is to continue growing in Latin America through the consolidation of the Brazilian Running market leadership, expansion to other markets in the region and increase of investment in other key categories, taking advantage of the upcoming global sports events happening in Brazil.