ASICS Corporation vs Mizuno Corporation

ASICS holds the stronger position because it faces no visible loss of customers while posting far sharper sales and profit growth than Mizuno.

Japanese maker of performance running shoes and sports apparel since 1949

Japanese maker of baseball gloves, volleyball gear, golf clubs, and running shoes

Dimension by dimension

Dimension	ASICS Corporation	Mizuno Corporation
Staying power of the core product	ASICS's running shoes and apparel, sold since 1949, carry the same hard to displace rating.	Mizuno's gear for baseball, volleyball, golf, and running is rated hard to displace.
Exposure to AI	AI is unlikely to absorb ASICS's physical sports products.	AI is unlikely to absorb Mizuno's physical sports products.
How easily a giant copies them	A larger company could possibly copy ASICS's shoe and apparel lines.	A larger company could possibly copy Mizuno's equipment lines.
Pressure from rivals	No meaningful customer loss shows up in the evidence for ASICS.	In Japan, Adidas and Asics itself outsell Mizuno in sportswear retail, per 2025 Euromonitor data.
Overall competitive position	ASICS faces no visible loss of customers and posted far sharper FY2025 sales and profit growth than Mizuno, assessed July 2026.	Mizuno trails both Asics and Adidas in Japan's sportswear retail market, per 2025 Euromonitor data, and posted slower FY2025 sales and profit growth than Asics.
Sales and profit growth	ASICS's FY2025 sales rose 19.5% to ¥810.9 billion, with net profit up 54.7%.	Mizuno's FY2025 sales rose 4.6% to 240,335 million yen, with net profit up 6.5%.
Financial scale	ASICS's net sales reach ¥810.9 billion for FY2025, several times larger than Mizuno's.	Mizuno's net sales sit at 240,335 million yen for FY2025.

Questions people ask

Is Mizuno or ASICS better positioned against AI disruption?: Neither Mizuno nor ASICS faces meaningful AI exposure since both sell physical sports gear that AI cannot absorb. The difference between them comes from market pressure and financial growth rather than AI risk.
Which company has stronger sales growth, Mizuno or ASICS?: ASICS grew sales 19.5% in FY2025 compared to Mizuno's 4.6% growth in the same period. ASICS also posted much larger profit gains, with net profit up 54.7% against Mizuno's 6.5%.
Does Mizuno or ASICS face more competition in its home market?: Mizuno faces direct pressure in Japan, where Adidas and Asics both outsell it in sportswear retail. ASICS shows no meaningful customer loss in the available evidence.
Could a big tech or retail giant copy Mizuno or ASICS?: Both companies are rated as possible targets for a giant to copy their products. Neither has a rating that rules this out.
How do the financial numbers compare between Mizuno and ASICS?: ASICS reported ¥810.9 billion in FY2025 sales versus Mizuno's 240,335 million yen, making ASICS several times larger. ASICS also posted faster operating profit growth, up 42.4% against Mizuno's 20.2%.

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