Not a Revival, but a Rebirth. Onitsuka Tiger's Restart Began in Europe and America.

The sportswear brand "Onitsuka Tiger" was founded in 1949 by the late Kihachiro Onitsuka and continued until 1977, when three sportswear manufacturers merged to establish ASICS Corporation. Although the brand's history was once interrupted, it experienced a simultaneous "rebirth" in Europe and America.

Around 2000, ASICS Europe created a new category called "Lifestyle" within its catalog. Focusing on the dormant Onitsuka Tiger as the next growth category after the popular "Running" segment, they strategically launched sneakers not in sports specialty stores but in fashion boutiques and select shops, capitalizing on the retro trend of the time. These colorful sneakers were highly praised by European fashionistas and Japanese select shop buyers alike, re-entering Japan through an independent, almost reverse-importation route.

Concurrently, in America, the birthplace of jogging, ASICS' local development team also turned their attention to Onitsuka Tiger, a valuable asset of the company, as a fresh approach. They sourced old catalogs from Japan and initiated the project in 2000. In October 2001, the "MEXICO 66" was fully revived, and in September 2002, the brand officially launched in domestic and international markets as a sportswear brand.

The fusion of a passion for creating new things, the retro fashion trend, the comfort of sneakers, and a market seeking originality led to the brand's vibrant resurgence.

Onitsuka Tiger's Pride: Japanese Quality

Having restarted in Europe and America, Onitsuka Tiger stands as one of the few Japanese-born sportswear brands competing on a global stage. Its mission is to introduce authentic Japanese traditional culture to the world. This commitment is evident in the meticulous craftsmanship of the <NIPPON MADE> series, launched in August 2008 under the theme of "Authentic Japan."




The NIPPON MADE version of the "MEXICO 66 DELUXE" is individually garment-washed by Japanese artisans, achieving a unique texture, creasing, and comfortable worn-in feel that cannot be replicated by machines. Furthermore, it utilizes vegetable-tanned genuine leather to enhance the distinctive character of the washing process, resulting in a masterpiece brimming with details that only <NIPPON MADE> can express, such as the richness of the materials and the artisanal craftsmanship.

The Japanese-made leather and the delicate construction by Japanese artisans, embodying the desire to convey the "excellence of Japanese manufacturing" that garners global attention, are a concentrated expression of Onitsuka Tiger's history.

The Next Frontier: Innovation. Building on Tradition, Towards a New, Unknown World.

Onitsuka Tiger enjoys immense popularity worldwide, covering Europe up to Russia, Africa down to South Africa, and with strong followings in Chile and Brazil in South America. Following the overwhelmingly popular "MEXICO 66," the "Monte Pokhara" has recently joined the ranks of hit series. The brand is cherished globally as a sneaker brand that enhances casual fashion.

Furthermore, aiming to expand from a "sneaker brand to a sportswear brand," acclaimed fashion designer Mr. Yoshikazu Iwaya has been directing all aspects of Onitsuka Tiger's sportswear division since the 2010-11 Autumn/Winter collection.

Onitsuka Tiger creates original sportswear by blending Mr. Iwaya's design prowess with the fusion of a sporting spirit, traditional Japanese culture, and fashion sensibilities.

Globally, the brand has forged close ties with local cultures, supporting the Sundance Film Festival and exhibiting at Bread and Butter, a street fashion trade fair. In Japan, it supports events like SPACE SHOWER TV's "SWEET LOVE SHOWER." This Japanese sportswear brand, building intimate relationships with culture rooted in its regions, continues to generate new and exciting styles, evolving from tradition to innovation.

ASICS Customer Service
Tel. 0120-77-6338