From Hailey Bieber to Prince William, a multitude of icons are patrons of Onitsuka Tiger. The brand has aged like fine wine and continues to do so as it celebrates its 75th anniversary this year, embodying an appeal that transcends generations. The brand was established in 1949 by Kihachiro Onitsuka, the forerunner of ASICS. Since then, it has perpetuated the founder’s passion and vision to create a business that could give people dreams and hopes and lead them to their future, with a belief that an active lifestyle can improve lives.
To commemorate 75 years of its captivating legacy, Onitsuka Tiger hosted a grand event in Shibuya, Tokyo, marking a significant milestone in the brand’s storied journey. This celebration not only honoured the past but also spotlighted its ongoing evolution and aspirations toward the forthcoming 100th anniversary.
Archival Exhibition
The venue housed an archival photo exhibition featuring 75 distinctive pairs of shoes, each pair a testament to the brand’s rich heritage and innovation. Every shoe on display encapsulated a unique narrative, reflecting Onitsuka Tiger’s influence across different eras and its role in shaping shoe history. The exhibition served as a visual chronicle of Onitsuka Tiger’s enduring impact and creative evolution, while also offering a glimpse into its future aspirations.
Tiger Corsair Homage
The pair that revolutionised the era and played a crucial role in expanding Onitsuka Tiger’s global presence was highlighted in the display. In addition to this, guests were also treated to a captivating short film showcasing Onitsuka Tiger stores across the world, which utilised cutting-edge full CG, XR technology and motion capture techniques to create an immersive experience. The event also had a dynamic installation that featured the brand’s latest collection, demonstrating its enduring legacy that blends with a forward-thinking approach.
Exclusives
Attendees also had the rare opportunity to explore five exclusive anniversary items that were showcased at the event, each crafted to celebrate the brand’s heritage of 75 years. These unique items offered a profound tribute to the brand’s rich bequest, presenting a striking visual narrative of its origins, transformation, and evolution. For the first time, models that reflect the brand’s journey through its initial breakthroughs, challenges, and innovations were reimagined and reinterpreted in a contemporary fashion.
This milestone event served as a fitting tribute to Onitsuka Tiger, a brand that has long been renowned for bridging the gap between timeless elegance and contemporary style. By honouring its past achievements and presenting its latest innovations, the event underscored the brand’s influence and its commitment to blending tradition with today’s trends.
