Some have called him the greatest male gymnast ever. Mizuno might as well call him marketing gold. Japan’s Kohei Uchimura, decked out in the brand’s logo during his performance at the Olympic games, capped a four-year streak by grabbing the gold medal in the all-around last Wednesday. To casual viewers, it was a remarkable achievement. But to hard-core fans, his victory — earned by expertly executing routines on nearly every apparatus — showed why he won three world championships three years in a row.