Celebrating 60 Years: The "Kanreki" Collection in Red

Launched in January of this year, the "Kanreki Collection" features 15 items—including shoes, apparel, and bags—all unified in a striking red hue. These are available at Onitsuka Tiger direct stores, department stores, and select shops.
It's a unique collection celebrating 60 years since the brand's inception.

Three shoe models are offered in special anniversary versions: the "Mexico 66 Lauta," based on popular current training shoes; the "Sec MT," inspired by basketball shoes; and the "Noriko," derived from ballet flats.
The apparel line includes eight items, such as track tops adorned with the hexagonal *kikko* (tortoiseshell) pattern symbolizing longevity, and T-shirts featuring a prominent brand logo. Additionally, two types of Boston bags and two types of accessories are also available.







Onitsuka Tiger, a sports shoe brand, produced items from 1949, when founder Kihachiro Onitsuka first created sports shoes, until 1977, when it merged with two other sports apparel companies to establish ASICS Corporation. In September 2002, it was relaunched as a brand for the sports fashion market, beginning a full-scale domestic and international expansion.

The shoes are primarily modern interpretations of past competition footwear, with each product telling its own story. Furthermore, many of the shoes, apparel, bags, and accessories incorporate traditional Japanese patterns, materials, and dyeing techniques, expressing a fusion of "Japan" and "Sports." Amidst the growing global interest in Japanese traditional culture, the brand is gaining popularity, particularly among young people both in Japan and abroad, as a globally recognized brand originating from Japan.

What the Founder, the Late Kihachiro Onitsuka, Vowed

The history of Onitsuka Tiger is, in essence, the journey of Kihachiro Onitsuka.

After returning from World War II, Onitsuka was adopted into the Onitsuka family in Kobe. Driven by a sense of purpose as a survivor, he resolved to "contribute to the development of young people."
When he consulted a wartime comrade, he was told, "Do you know the words of the Roman poet Juvenal: 'A sound mind in a sound body'? Sports are the best way to foster the development of youth."





With a team of four employees, they resolved to "create what major manufacturers aren't making." Upon investigation, they found basketball shoes to be particularly challenging to produce, so they decided to tackle that very difficulty.

He frequented high school basketball teams in Kobe, which were strong at the time. While picking up balls, he learned from the players how the shoes could be improved, making gradual adjustments. The final hurdle was creating a non-slip sole.

Struggling to find inspiration, he had a flash of insight while looking at a dish of vinegared octopus from Akashi served for dinner: "Let's put octopus suckers on the shoe soles."

The basketball shoes with the improved soles were completed, and word spread: "The high school basketball team in Kobe is wearing amazing shoes." Gradually, the name Onitsuka Tiger became known.





Recognition from top athletes led to adoption by innovators and the middle class who aspired to reach the top – a strategy termed "Operation Summit." Focusing intensely on a specific field to enhance recognition was called "Kirimomi Marketing." Gradually, Onitsuka shoes, though slightly more expensive, gained a nationwide reputation for their superior performance.

These strategies, "Operation Summit" and "Kirimomi Marketing," were later applied to major sporting events like the Olympics.

The Pure Spirit of Finding Joy in the Unprecedented

Creating new footwear, seeing top athletes use it, and having it spread worldwide is the ultimate reward for a brand engaged in manufacturing, and in a sense, it is also its mission.

Onitsuka Tiger, which rapidly evolved from the post-war period of scarcity through the high-growth era of the late 1970s, merged with GTO Corporation and Jelenk Corporation in 1977 to become ASICS Corporation. However, around 2000, a resurgence of Onitsuka Tiger's retro models began, primarily in Europe, and the brand is now embraced by many fans as a street fashion item.





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