Mizuno Sportstyle names Guè as ambassador

Japanese sportswear brand Mizuno has added Italian rapper Guè to the artist roster of Mizuno Sportstyle, the group's lifestyle line, extending a run of partnerships with figures from the music scene.

The brand said the partnership took shape during the artist's visit to Tokyo in December 2025, a city it describes as a long-standing source of inspiration for Guè and one that symbolises Mizuno's own philosophy. The artist's connection to Japan and its imagery formed the common ground for the tie-up, according to the brand.

Mizuno framed the collaboration around shared values including attention to detail, the pursuit of excellence and the ability to turn a product into an expression of personal identity. It positioned the partnership as a dialogue between Tokyo and Milan, between sport and music, and between heritage and modernity.

The brand pointed to Guè's influence over the aesthetics and codes of urban style, describing him as one of the more recognisable figures on the Italian and international music scene and citing his ability to anticipate trends and reinterpret global influences. Mizuno said the appointment opens a new chapter in its history.

Guè, born Cosimo Fini, is among the best-known names in Italian hip-hop and is based in Milan. He began his career as a co-founder of the group Club Dogo before moving into solo releases.

Mizuno was founded in Osaka in 1906.