Mizuno Opens Rome Flagship Store on Via Tomacelli

Mizuno, the world-renowned Japanese sports brand, has officially opened its Rome flagship store at Via Tomacelli 147–152, just steps from Piazza di Spagna and the Spanish Steps.
Spanning 500 square meters, this new destination marks Mizuno’s second European flagship, which is a major milestone in its international expansion strategy. The opening comes five years after Mizuno’s Italian debut in Turin (2020). It reinforces the brand’s long-term investment in Italy and European retail.

Historic Location Meets Sports Innovation

The Mizuno Rome flagship takes over a prestigious retail space once occupied by Ferrari. This space blends Japanese performance heritage with Roman luxury and culture.
With six street-facing display windows, the store enjoys prime visibility in one of Rome’s most exclusive shopping districts. This area is traditionally associated with premium fashion and design.

“Rome is a city of energy, history, and passion for sport,” said Mizuno’s regional leadership.

Inside, visitors can explore a full spectrum of performance and lifestyle collections, from iconic Wave Rider running shoes to Morelia soccer boots. Premium sportswear and tech-enhanced accessories are also featured, all curated in an immersive, multi-sensory retail experience designed to inspire athletes and enthusiasts alike.

Building on Turin Success and Mizuno’s European Growth

Mizuno’s first Italian store opened in Turin in 2020, establishing a strong foundation for the brand’s European retail ambitions. The new Rome store builds on that success, strengthening Mizuno’s direct-to-consumer strategy and deepening its connection to Italian sport culture.

Already a magnet for runners, footballers, and outdoor enthusiasts, the flagship cements Mizuno’s identity within Europe’s premium sportswear and footwear market.

Despite a 7.4% sales decline in the EMEA region (¥23.7 billion / $156 million USD) for the fiscal year ending March 31, 2025, Mizuno remains committed to the market.
Running footwear continues to lead growth, balancing softness in other categories. The region still contributes ~10% of Mizuno’s global revenue. This highlights its strategic importance in the brand’s international portfolio.

Inside the Rome Flagship: Design and Experience

The Rome flagship is designed as both a retail destination and a brand experience.
Its minimalist interior reflects Japanese design philosophy, functional, elegant, and community-oriented, while incorporating cutting-edge retail technology.

Visitors can explore:

• Interactive digital walls that showcase Mizuno’s latest innovations

• Fitting zones for personalized comfort analysis

• Tech displays highlighting product engineering behind models like the Wave Rider and Morelia Neo III

• Exclusive product drops and limited colorways designed specifically for the European market

The flagship blends performance, precision, and Italian flair, creating a retail environment where sport meets style in perfect harmony.

Growing the Mizuno Brand in Italy

The new Rome store solidifies Mizuno’s Italian presence and aligns with the country’s dual love for elite soccer and recreational running.
By fusing Japanese craftsmanship with Italian lifestyle sensibilities, Mizuno aims to engage both athletes and style-conscious consumers seeking authenticity and performance.

The brand continues to strengthen its footprint through:

• Event sponsorships in athletics and football

• Pop-up activations and community runs

• Partnerships with Italian clubs and leagues

These efforts emphasize a “quality over quantity” approach, prioritizing brand experience and local engagement rather than rapid store proliferation.

Mizuno’s Vision for Europe

Mizuno’s Rome flagship embodies its broader European retail strategy:
to build flagship destinations that merge culture, technology, and sport while creating meaningful consumer experiences.

From Tokyo to Turin to Rome, Mizuno continues to evolve beyond performance gear. The company is crafting spaces that tell stories, celebrate innovation, and connect communities through sport.