The company's corporate philosophy stresses serious performance in both the quality of the equipment produced and the skills of the athletes who use them. Professional athletes from a variety of sports—including golfer Luke Donald, New York Yankees outfielder Hideki Matsui, softball player Jennie Finch, and members of USA Volleyball, use Mizuno products. In the 2004 Summer Olympics in Athens, Mizuno-sponsored teams and individuals won a total of 41 medals.

The website for Mizuno USA features information about all of the sports for which the company produces equipment: baseball, softball, volleyball, running, and golf. Each sport is thoroughly covered online, with information about products including shoes, bags, clothing, and clubs. Each sport's page also has a special section about new technology in that market. For example, new technologies for golf equipment include maximizing the strength of the golf club head with Mizuno's Patented Grain Flow Forging process. The fact that the website includes all this information reinforces Mizuno's commitment to superior products made using new technologies.

The website highlights the excellence of Mizuno products in two different ways. It lets viewers see news and information about the athletes who use Mizuno products, like Luke Donald's diary during the Masters golf tournament. Secondly, the Mizuno USA homepage focuses on quotes about Mizuno products, including from the chairman, Masato Mizuno, and athletes who use them, like Serge Girard, a champion transcontinental runner.

The company's motto is "Contributing to society through the advancement of sporting goods and the promotion of sports," and offline, Mizuno follows through on that promise. The company sponsors several tournaments for golf, softball, and volleyball, including sponsoring the Mizuno Classic LPGA Tournament since 1999. We've already seen how much the company values new technology, which raises the bar for sporting equipment.

But with a philosophy like that, there ought to be more information for athletes on the website. The site accomplishes the first part of the statement, showcasing new technologies and the high quality of Mizuno products. But how does the site contribute to the advancement of sports in general? Resources for athletes like training tips, workout logs, or articles (or links) about how to improve your game would up the ante on that part of the statement, allowing the website to execute Mizuno's full philosophy.

Overall, though, the Mizuno USA website does its part in advancing the Mizuno brand. It showcases new technology and shows off the serious athletes who use the products, reinforcing the company's commitment to serious performance. The site also uses timelines on both the USA site and the main corporate site, which also demonstrates the company's international reach, to tell about Mizuno's 100-year history. With the exception of the lack of information for athletes, the website is a vital part of the company's branding team.