Onitsuka Tiger

Summary

Onitsuka Tiger is a Japanese footwear brand founded in 1949 by Kihachiro Onitsuka in Kobe. Originally established as Onitsuka Co., Ltd., the brand evolved to become part of ASICS Corporation in 1977, functions as a premium heritage lifestyle label under the ASICS umbrella. Known for its distinctive’“Tiger’ stripe design and landmark models such as the Mexico 66, Onitsuka Tiger marries athletic‑heritage technical design with fashion‑oriented positioning

History

It all started in 1949, shortly after the war. Kihachiro Onitsuka’s believed that “sports have the power to change people’s lives” and Onitsuka Co., Ltd. began as a sports shoe company with a vision to improve athletes’ performance. In its earliest phase the company made basketball shoes and experimented with sole designs. A particularly inventive moment came in 1951 with a basketball shoe whose tread was inspired by the suction‑cup grip of an octopus — was designed to help players with sudden stops and turns. PS the Japanese high school team that first wore the shoes won their championship!

What began as a focus on basketball and athlete’s shoes soon expanded into different sports. The brand then looked to long‑distance running and working with athletes: observing that heat and friction caused blisters, Onitsuka drilled ventilation holes into running shoes in 1960. Japanese innovation came into its own at the 1964 Tokyo Games. It was here that the iconic RunSpark debuted – Onitsuka Tiger’s first fixed track spikes for athletes. Athletes could select from four different spike lengths, depending on track conditions. The line featured a number of shoe structures, including a heel with layers of soft sponge to help absorb shock upon impact with the ground. However, it was the “Mexico 66” design in 1966 that marked its pivotal moment during the 1968 Mexico Olympics.

By performing excellently at international events, Onitsuka Tiger earned its stripes as one of Japan’s top sports shoe makers. And the rest of the world took notice. American middle-distance runner and Bill Bowerman protege Phil Knight met with Mr. Onitsuka as part of his MBA studies in marketing athletic shoes. He was inspired to set up Blue Ribbon Sports to bring Onitsuka Tiger shoes to the US. The company was soon to become Nike, while Onitsuka Tiger later created the Tiger Cortez in response to a request from Blue Ribbon Sports.

In 1977, the merging of Onitsuka Tiger with two other companies led to the formation of ASICS, which allowed Onitsuka Tiger to become its lifestyle and fashion division and marked the end of its purely sports‑shoe era. The California model was made for jogging. It helped maintain the arch of the foot and give firm support to the toes, while the form-fitting insole allowed enough room for the toes to move. The wide, rounded heel aided in balance while landing, and the wide, curved-up toe assisted in forward movement. As a safety feature, it also had reflective patches stitched on the back of the shoes, so that drivers could see the runner from 300 meters away at night or on rainy days

In 2002, Onitsuka Tiger was revived as a lifestyle and heritage‑fashion brand, leveraging its archive of models like the famous Mexico 66. The brand began emphasising the Japanese craftsmanship, retro styling, and design collaborations — rather than purely athletics function. Today it sits within ASICS Corporation but retains a distinct identity: from its modest post‑war origins to becoming a global fashion icon, with its journey reflecting both innovation in sports footwear and the crossover into everyday culture and style.

Vision

Kihachiro Onitsuka believed that sport had the power to change people’s lives. In the aftermath of the Second World War, he set up his company with the purpose of contributing to the development of Japan’s youth and helping rebuild a better future through sport. He envisioned shoes not merely as equipment, but as enablers of performance, comfort and well‑being. For example, early designs addressed the needs of basketball players (better grip, better start/stop) and long‑distance runners (reduced blisters) through innovation, such as perforated uppers and improved circulation. As the brand matured, Onitsuka’s vision expanded to include the idea that the aesthetics of sport and design heritage could become part of everyday life. Thus, Onitsuka Tiger’s modern incarnation embraces not only athletic functionality but also cultural expression, craftsmanship and style rooted in Japanese design heritage.

Mission Statement

The mission of Onitsuka Tiger is to fuse its sports‑shoe heritage with contemporary style, delivering products that honour its technical roots while appealing to modern lifestyle sensibilities. During its brand relaunch in 2002, the company signalled this shift from pure performance footwear to premium lifestyle positioning. A key element of the mission is to maintain high quality and craftsmanship, reflecting Japanese manufacturing standards and attention to detail, especially in its premium lines. The brand’s own history page states that they continue to “innovate with fashion items in heritage styles arranged from archives and high‑end mode styles.”

Key Team

• Yasuhito Hirota – Chairman and CEO, Representative Director of ASICS Corporation.
• Mitsuyuki Tominaga – President and COO, Representative Director of ASICS Corporation.
• Ryoji Shoda – Head of Onitsuka Tiger and Executive VP of ASICS Corporation

Products And Services

Onitsuka Tiger began as a performance‑sports shoe maker, producing footwear for basketball, running, volleyball, cricket, fencing and more. Over time it began offering sneakers, apparel and accessories that draw on its heritage archives.

Signature Onitsuka Tiger Models

Mexico 66: The Classic

The Onitsuka Tiger Mexico 66, released in 1966, is the brand’s most iconic and timeless design, for its distinctive appearance and rich history. Originally created for the 1966 Summer Olympics in Mexico City, the model featured the innovative Tiger Stripes design, which remains one of the most recognizable trademarks of the Onitsuka Tiger brand. The shoe’s clean, minimalist silhouette combined with soft suede and leather, complemented by a unique nylon construction, made it a perfect combination of performance and style. Initially designed as a track and field shoe, it gained a strong following beyond athletics, making its way into street culture in the following decades. Today, the Mexico 66 is a symbol of Onitsuka Tiger’s heritage and a classic choice for sneakerheads.

GSM (Game, Set, Match)

The GSM, short for “Game, Set, Match”, takes inspiration from the golden era of tennis, combining performance features with a clean, polished aesthetic. First introduced by Onitsuka Tiger as a tribute to classic tennis shoes, the GSM features a low-profile design that balances durability and comfort. Its retro aesthetic includes a leather upper with perforated detailing for breathability and signature Tiger Stripes on the side panels. The GSM’s timeless appeal lies in its ability to evoke the clean lines and style of mid-century sports footwear, while offering modern comfort and versatility. Beyond its role as a tennis-inspired shoe, the GSM’s legacy lies in its ability to integrate into streetwear culture. Its understated design and neutral colourways have made it a versatile footwear option, while its rich sporting heritage adds a sense of nostalgia for tennis enthusiasts and sneaker collectors alike.

Ultimate 81: The Retro Runner

The Ultimate 81 is one of Onitsuka Tiger’s most celebrated models, loved by vintage sneaker collectors for its retro design and innovative features. Released in the early 1980s, the Ultimate 81 was originally designed as a performance running shoe, built with advanced cushioning technology to provide greater comfort for long-distance runners. Featuring a combination of suede, nylon, and mesh materials, the shoe provided excellent breathability and durability, making it ideal for competitive sports. Its bold design, with colour contrasts and sleek lines, made it stand out in a crowded market of athletic shoes. The Ultimate 81 is a testament to Onitsuka Tiger’s ability to blend performance with style, bridging the gap between high-performance sportswear and fashion-forward street footwear.

Delecity & OK Basketball: Modern Silhouettes

Onitsuka Tiger’s Delecity and OK Basketball models are modern, sport-inspired silhouettes. The Delecity, with its sleek, streamlined design, draws inspiration from running shoes with design elements from urban footwear trends. Featuring a mix of mesh and synthetic materials, the Delecity offers a lightweight, breathable fit, making it ideal for city living and active lifestyles. The OK Basketball shoe was designed with basketball influences, featuring high-top construction for ankle support, as well as durable leather and suede panels for comfort and protection. Both models contribute to Onitsuka Tiger’s ongoing relevance in the modern sneaker market, where performance, comfort, and style are in constant demand.

Awards And Recognition

Onitsuka Tiger’s heritage is widely recognised in sneaker culture and fashion communities. Its Mexico 66 model has been cited by prominent fashion magazines as a major “it‑shoe” due to its classic silhouette and cultural resonance. The brand’s design innovation in its early years (for example the “Octopus sole” inspired grip and the perforated running shoe uppers) have been historically credited in sporting‑footwear innovation discussions. Recently, Onitsuka Tiger’s global lifestyle repositioning has received media recognition for its strategic shift and store expansion, reinforcing its status beyond sport into fashion and culture.

References

• “Asics History”. 
• “Farewell To The Father Of The Octopus Shoe”. Forbes.
•  “Onitsuka Tiger opens US pop up in New York City”. Fashion Network. 
•  “Bruce Lee, Uma Thurman and the story of Onitsuka Tiger shoes”. South China Morning Post.
• International Directory of Company Histories. 
•  “Wisdom from Nike: how Jeff Johnson sold Nike’s first shoes”. Medium. 
•  “After WWII He Changed His Name and Sold Bootleg Beer. Then He Founded Asics”. Runner’s World. 
• “Made-in-Japan footwear puts spring in Asics’ step”. Nikkei.com. 
•  “Onitsuka Tiger turns 60, releases “Made of Japan” book”. Tokyoartbeat.com. 
•  “Bait x Onitsuka Tiger Expands Bruce Lee Collab With Second Shoe”. Footwear News. 
•  “Is This Under-the-Radar Sneaker the Next Adidas Samba?”. Harper’s Bazaar. 
• “We’ve Loved This Hot Sneaker for Years. Here’s Why”. Wirecutter: Reviews for the Real World. New York Times.
•  “Onitsuka Tiger untethers from Asics, embraces premium positioning”. Fashion Network.