Japan-based Mizuno has called Atlanta its North American HQ for just over three decades, but the sporting goods brand is looking to deepen its connection to the city with a strategy called "own your backyard," according to Mike Buteau of FORBES. Mizuno USA President Mark O'Brien said, "We’ve been in Atlanta, Georgia, for over 35 years and haven’t really capitalized on our home market in recognizing the potential of being more integrated into all things Atlanta sports that fit our brand." Buteau noted Mizuno is now the official partner of the Braves and the Atlanta Track Club. But perhaps the "most interesting aspect" of the company's new effort is the Mizuno Experience Center -- a "first-of-its-kind interactive retail space opened in April in the Battery Atlanta," the mixed-use development surrounding SunTrust Park. The new space has "custom-fitting labs for baseball, golf, running, softball, and volleyball." O'Brien said, "You get to actually experience the product and figure out what's perfect for you. It's more about customization and personalization than something that’s just off the rack." Buteau noted the "interactive nature of Mizuno's partnerships also reaches the seats inside SunTrust Park, where baseball fans can 'rent' a Mizuno glove from kiosks located on the concourse to use during the game." The glove service is free and fans can "choose to purchase the glove after the game or even borrow it for 48 hours." O'Brien: "There was a shock that this hasn't been done before. Trying to catch a ball is such a part of the experience of going to the park, especially for kids" (FORBES.com, 8/6). O'Brien in this week's SportsBuisness Journal discusses the new store at Battery Atlanta and Rent-A-Glove kiosk at SunTrust Park, as well as how his company competes against online retailers (THE DAILY).
