Our Reel
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In partnership with Mizuno, UltraSuperNew developed a multi-layered cultural project that explores how a brand born in Osaka can express its identity across fashion, music, and lived experiences on a global stage. Rooted in Mizuno's heritage and the spirit of Osaka, the project spans visual storytelling and immersive activation, connecting product, place, and people through a shared cultural narrative.From the Osaka Collection photoshoot to the immersive event during Amsterdam Dance Event, each expression was designed not as a standalone moment, but as part of a continuous story — translating Osaka's energy, attitude, and authenticity into contemporary global contexts.Through creative direction, production, and cultural curation, UltraSuperNew helped position Mizuno beyond sport, demonstrating how the brand's legacy can evolve into a broader cultural language that resonates internationally while remaining deeply connected to its origins.
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For Mizuno's Osaka Collection, UltraSuperNew developed and executed a visual photoshoot that reinterprets the brand's roots through a contemporary cultural lens. Inspired by Osaka's everyday streets, local textures, and unpolished energy, the shoot captures the quiet confidence and authenticity that define the city.Instead of a literal depiction of Osaka, the concept focuses on capturing its underlying spirit and reinterpreting it through a globally relevant visual perspective. The styling, locations, and framing were carefully selected to reflect Mizuno's heritage while aligning with its evolution into lifestyle and culture beyond sport.UltraSuperNew led the creative direction, production planning, and on-site execution, shaping a cohesive visual story that connects Osaka's urban identity with Mizuno's progressive design philosophy. The resulting imagery serves as a cultural bridge between place, product, and brand, reinforcing Mizuno's narrative as a brand born in Osaka and moving confidently into the future.
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During Amsterdam Dance Event, UltraSuperNew partnered with Mizuno to introduce a new cultural expression of the brand by hosting an immersive event at Soho House Amsterdam inspired by Osaka's underground scene. Centered on UltraSuperNew's “Osaka Underground” concept, the experience blended Japanese cultural roots with contemporary creative energy. The curated lineup of DJs reflected the theme, while Michelin-star chef Stephan Hentschel served freshly prepared ramen and Japanese dishes throughout the night. Collaborations with partners such as Takara, Rinji, and Suntory helped create a multisensory environment where music, food, drinks, and spatial design came together as a unified cultural experience. To bring this event to life, UltraSuperNew coordinated with performers and partners, supported key elements of the spatial design, and oversaw overall production including content creation and on-site execution. HOUSE OF UKIYO became a symbolic moment for Mizuno, demonstrating how a brand with deep roots in sport can extend its presence into music, fashion, and wider cultural spheres. The activation not only strengthened Mizuno's visibility at ADE but also marked a clear step in the brand's shift toward a broader cultural identity.
