Why Onitsuka Tiger Rose Again to Become a Global Brand

Onitsuka Tiger, the global fashion brand by Asics, opened its largest flagship store in Shinjuku, Tokyo, on July 10, featuring diverse products and a game corner to attract both foreign and new customers. The store spans multiple floors, including a "NIPPON MADE" area and a MEXICO 66 exhibition, with ample seating and inventory. The brand aims to showcase its full apparel range, not just shoes, targeting inbound tourists while engaging casual visitors. Founded by Kihachiro Onitsuka in 1949, the brand originated from basketball shoes developed after extensive athlete feedback. Named after the tiger, it gained national fame when a high school team wearing its shoes won a national championship, establishing a legacy of hands-on product improvement.