Sports
Mizuno Bets on Modern Foams and Local Manufacturing
Rogério Barenco explains the century-old brand's strategy to democratize cutting-edge tech and expand in Brazil.
In an in-depth conversation, Mizuno's general manager in Brazil breaks down the evolution of super trainers and the expansion of local manufacturing with Vulcabras. He also analyzes the Wave Prophecy cultural phenomenon and the rising impact of running crews.
In recent years, the global athletic footwear industry has been locked in an unrelenting race for carbon-fiber plates. However, for those closely tracking footwear engineering and behind-the-scenes brand developments, the true revolution in recent performance lies in midsole foams. In Brazil, Mizuno is combining Japanese technical precision with Vulcabras' manufacturing and development capabilities to bring technologies once reserved for elite footwear down to more accessible price tiers.
Leading the brand's Brazilian operation, Rogério Barenco explains that the market has matured and realized runners do not need a rigid plate for every workout. The spotlight has shifted toward premium daily trainers and super trainers—shoes that balance cushioning, responsiveness, and lightweight design with advanced compounds like the Enerzy foam family.
PUBLICIDADE (GAM) — 1250x250
From the Brazilian factory to high-performance models
Mizuno's operation under Vulcabras' management marked five years by consolidating a hybrid model: while ultra-high-performance models remain imported from Asia—such as the ultralight Hyper Warp, weighing just 137 grams—a significant portion of the lineup is designed and manufactured in Brazil. The country hosts the largest development center in Latin America and maintains a direct pipeline to headquarters in Osaka.
After introducing Response Foam as an initial local market solution, the partnership took a technical leap forward by formulating and producing Enerzy foam on Brazilian soil. This manufacturing capability made it possible to build direct extensions of global lineups at competitive price points. The launch of models in the Neo family—such as the Neo Aura, Neo Aura Knit, Neo Vortex, and Neo Prisma—alongside the Sky Wave line brings supercritical foams and high-end tech into the R$ 799 range, democratizing access to materials previously restricted to shoes priced above one thousand reais.
The cultural phenomenon of the Wave Prophecy
Founded in 1906 in Japan and historically rooted in baseball, Mizuno has cultivated a unique relationship with diverse audiences in Brazil. One of the most iconic examples is the Wave Prophecy line. Launched in 2011 as the pinnacle of mechanical road-running technology, the silhouette was quickly embraced by urban culture and Brazilian suburban youth as a symbol of style, desire, and status.
Barenco notes that the brand understood and embraced this shift in positioning: today, the Prophecy is officially part of the sports style category, with Brazil leading global consumption and inspiring releases in Japanese boutiques and international fashion weeks, such as Paris Fashion Week with the Prophecy 13.2. This organic transition from performance aesthetics to lifestyle wear reinforces the strength of the running inspired segment, blending running-shoe comfort with everyday fashion.
Connecting with tracks and running crews
To serve the estimated 15 million runners in Brazil, Mizuno has invested in direct-to-community initiatives. One of the central pillars is the Mizuno Running Station, a support hub set up on Saturdays at Cidade Universitária (USP) in São Paulo. The station provides hydration, shoe testing before purchasing, and structural support.
The venue has evolved into a primary meeting hub for running crews—autonomous collectives that bring together a younger, more diverse generation of runners. Simultaneously, the brand maintains technical partnerships with nationally renowned running and triathlon coaching groups, directly linking product development to athletes living the day-to-day reality of high performance.
Engineering and athletic discipline in leadership
Holding a degree in Computer Engineering from Unicamp, Barenco built a career spanning more than two decades in the sports industry, working with major multinationals before taking the helm at Mizuno. An active runner and triathlete focused on sprint distances, he argues that firsthand athletic experience is an essential asset for executive decision-making—from selecting an upper fabric or shoelace to navigating economic and supply chain challenges.
PUBLICIDADE (GAM) — 1250x250
