Here's Why You Should Be Riding the Mizuno Wave Into 2023

While the majority of 2021 and 2022 were dominated by court-style sneakers, the back end of last year managed to usher in the resurgence of the retro runner. As the months went on, the likes of New Balance and ASICS started to gain traction amongst the sneaker world's big players, which in turn helped to open the doors for more performance-focused brands to enter the space.

One of the disruptors that you might have caught wind of last year was Mizuno, and although you might not be too familiar with the Japanese label, it's impossible to consider it a newcomer, as it was actually established way back in 1906. Following cues from the likes of Salomon, the athletic brand has been steadily building out its Sportstyle category, and you probably spotted a couple of styles doing the rounds on social media - with in-hand and on-foot shots from your favourite sneakerheads earning their spots on pages like hidden.ny and nclgallery.

Of all of its wealth of silhouettes, the Mizuno Wave and Wave Rider were the styles that have taken the wider sneaker world by storm. But it's not just the brand that’s disruptive, it’s the tech too. In fact, Mizuno’s Wave technology works in the opposite way to how Nike’s Air technology works - the Wave Plate instead stretches out on impact before springing back into shape, whereas Nike Air simply cushions.

And of course, Mizuno’s triumphs go way beyond the Wave family. The brand’s Sky Medal model is the perfect 90s throwback sneaker - a bold and chunky underground classic that forms the perfect canvas for endless colour combinations. And, who can overlook the classic Contender: a lightweight runner from 1995 that looks just as good today as it did back then. Mizuno is proof that whatever the brief, the result is an unbeatable combination of comfort and design that shows exactly why sneakerheads should be paying attention to these outsider brands. There’s more to life than hype.

Hit the links to shop Mizuno at END. Clothing, or head to END. to check out the rest of the range.