Mizuno’s Morelia Masterplan

Mizuno should have a more coherent approach with the Morelia

At the beginning of this month, Mizuno revealed the newly-updated Mizuno Morelia II Japan to co-inside with the beginning of the 35th Anniversary of the Morelia series. The new update made enough changes that one could call it the Morelia 3 but Mizuno decided against doing this. In spite of all of these changes, when it came to the release of the updated Morelia outside of Japan, almost none of these changes were mentioned. It makes you wonder what Mizuno’s plan for the Morelia is outside of Japan and in particular, Europe and North America.

Screengrab of the new Morelia details on Mizuno EU’s site

In the past few years, Mizuno has emerged as the choice for those wanting options outside of the big 3 and the Runbird has developed a cult following that has only grown as the past decade wore on. Mizuno has done an excellent job with constantly improving their product to appeal to more people as well as becoming more successful. What is weird is that the staple of the brand, the Morelia, largely gets ignored but still goes along being successful in its own way. An always popular product, I’d argue that it could appeal to even more people with the new update, as long as they made people in Europe aware of what actually has changed.

One of the many, many pages of info available about the new Morelia on Mizuno JP’s site

In almost all of the press releases, Instagram updates, Facebook posts and the like from the “Global” (Europe) Mizuno social media accounts, almost none of the changes are discussed. I realise that in the rest of the world only the black colourway has released so far, with a white one coming later, but there is definitely room for growth. If you don’t tell people what has changed, you haven’t given them a reason to try the updated Morelias. Because of this lack of communication, even people like JayMike from Unisport or SoccerReviews4U Josh have had no incentive to push the new Morelias, since there is not much tech info coming from Mizuno to back them up. I’m not saying this is JayMike’s or Josh’s fault. I would have just thought that Mizuno would push the envelop a bit more since this is the 35th anniversary.

Seriously, there’s tons of info here

Now, when the white colour and other colourways release in the updated Morelia maybe that will be when Mizuno will do a huge blast about what has been changed. And I personally hope they do, because spoiler alert for my later review, they’re really bloody good. Like, incredibly good. But part of my concern comes from the fact that classic leather boots have a hard time selling online as it is and given that Mizuno relies heavily on online sales through retailers outside of Europe, surely pushing out information out about the new Morelias will only serve to benefit them. Look at the information page on Mizuno Japan’s website versus the EU site.

Even retailers re-present the info on their own sites – this is from Kishispo/Kemari87

In store, it is easier to sell a pair of classic leather boots because customers can try them on and feel the comfort and the softness of the leather. I’ve experienced this firsthand in my previous job. People from other retailers would ask about our sales of classic leather boots and we always did great because a majority of our sales were done in-store. Many of these other retailers had far more sales online and noted that over the years sales of classic leather boots had dropped. From this we can infer that the same thing applies to online retailers that carry Mizuno. Yes, Mizuno is doing well and has a strong following. But as I mentioned earlier, since classic leather boots are harder to sell when people can’t try them on ahead of time, Mizuno needs to provide a reason for people to try out the Morelias.

Seriously, look how professional this is

Telling people why the Morelias are important and why they are a great alternative to more modern boots, even modern leather boots, should be one of Mizuno’s paths for success in Europe and North America. I am not saying that Mizuno should put all of it’s eggs in the Morelia basket because the Morelia Neo and the Rebula are more popular silos that drive their sales outside of Japan. What I am saying is that the Morelia II Japan can serve as a third rail and help build a foundation to build more success. I also understand that 50% of Mizuno’s sales occur in Japan, but surely that’s even more reason to use some of the same social stuff that they use in Japan.

This one image from Kishispo has more info than everything that has been told about the new Morelia in Europe – combined!

Lastly, it’s just as important to bring up the history of the Morelia as well. For a boot hitting it’s 35th year, it deserves to have its history told to as wide of an audience as possible.

Mizuno JP’s Yotube Promo Video for the Morelia

So Mizuno, if you’re reading this, I’m more than happy to help you guys out!

Also, if you missed it here is the breakdown of all of the updates on the new Morelia II Japan.

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