What is the secret of Onitsuka Tiger’s worldwide popularity?

Five reasons why Onitsuka Tiger is supported around the world

Reason for Onitsuka Tiger’s popularity 1 “Retro-designed sneakers born as a result of the pursuit of performance

The secret of Onitsuka Tiger’s popularity is its retro design, which combines a slim silhouette, thin sole, and sophisticated coloring, and is instantly recognizable as Onitsuka Tiger. The design is based on functionality for athletes of the time, and the resulting functional beauty has been recreated over time to tickle men’s fancy. There is a wide range of color variations, from modern to retro, and the fact that you can choose a pair to suit your own taste is one of the points that are highly evaluated. The next image you see is the “Serrano,” a popular standard model. It is a stylish design with a slim, long-nose silhouette and thin sole, which is rare among sneakers.

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Reason for Onitsuka Tiger’s support 2 “Establishing itself as a fashion brand

In the past, no one considered Onitsuka Tiger as a fashion brand. For better or worse, the strong image of sneakers was probably one of the main reasons. The Italian designer Andrea Pompilio’s participation was a major catalyst in changing this situation and making Onitsuka Tiger a fashion brand. After working for Prada and Yves Saint Laurent, Pompilio won the “Who is Next 2011” award for best new designer at Pitti Uomo in June 2011, and was selected by Giorgio Armani in 2013 as an up-and-coming designer to be supported by the company. He has been working with Onitsuka Tiger since 2013, first as a collaborator, and then as creative director of Onitsuka Tiger, where he presented a runway-style collection at the most recent Milan Fashion Week. In addition to the highly sensitive and modern clothing he designs, Onitsuka Tiger’s sneakers, which are uniquely designed to coordinate with the clothing, are also gaining popularity, especially among highly sensitive young people.

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Reason for Onitsuka Tiger’s support 3 ” Limited sales channels, maintaining a high brand image

Onitsuka Tiger is currently unavailable at discount shoe stores even in Japan. This is due to the fact that the strategy used at the time of Onitsuka Tiger’s revival is still in place. Considering only short-term sales, the strategy was to sell large quantities at mass retailers and discount stores. The European branch at that time was struggling, posting a loss in FY1999, so the situation must have been tight. However, Mr. Oyama, who was serving as president in Europe at the time, decided to take a bold strategy. In order to make Onitsuka a brand that could be sold in high-end boutiques, he began using natural leather and other materials of the highest quality, and began selling his products only to high-end stores in Italy and France.

While the availability of the same products at mass merchandisers and discount stores offers consumers the advantage of being able to get the same products at a lower price anywhere, it also gives them a chance to avoid the “I bought these sneakers as a fashion statement, and now I’m wearing the same pair as a fashion-phobic guy in my neighborhood…” or “I bought these sneakers as a fashion statement, and now I’m wearing the same pair as a fashion-phobic guy in my neighborhood…”. Or, “I bought my favorite sneakers at the regular price at a direct sales store, but I got a huge discount at a shoe store in town…” “Oh, no! These tragedies are sure to accumulate little by little, but surely. As a result, the brand value may be severely damaged. It could be said that Onitsuka Tiger has achieved and maintained a good brand image by boldly narrowing down its sales channels.

Reason for Onitsuka Tiger’s popularity 4 “Reasonable pricing

As the management policy suggests, Onitsuka Tiger is fashionable, high quality, and has a strong brand image, but its pricing is also undervalued. With the exception of a few lines that focus on NIPPON MADE, such as the Serrano, which uses natural leather, and the Mexico 66, whose upper is made of all natural leather,most models are available for less than ¥15,000. It may be different to draw out what happened back then when the situation was different, but it is understandable that BRS, the predecessor of Nike, took notice of the brand and it became a hit in the U.S., which is strictly concerned with cost performance.

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Reason for Onitsuka Tiger’s popularity 5 “Mysterious sound and image of the brand name

From the perspective of foreign values, the sound and image of the brand name “Onitsuka Tiger” itself is appealing. For many foreigners, the mysterious sound of the word “Onitsuka,” the image of a ferocious tiger, the information that the brand is “apparently made in Japan,” and the scene in the movie “Kill Bill” where Uma Thurman cuts down her enemies with nimble movements all combine to create a mysterious image that is hard to describe. This may bring to mind an indescribably mysterious image.

Onitsuka Tiger MEXICO 66 SLIP-ON

Onitsuka Tiger has a variety of lines!

As mentioned above, Onitsuka Tiger is gaining popularity not only for its sneakers but also for its clothing. Among the brand’s lines, the shoe line, which boasts higher quality products, has a level of perfection that even the most discerning OTOKOMAE readers will love.

The “NIPPON MADE Series” transmits the excellence of Japanese craftsmanship to the world.

The NIPPON MADE series is designed to convey the excellence of Japanese craftsmanship to the world. The collection is filled with Japanese craftsmanship, not only in the materials used, but also in the details of dyeing and sewing, and has gained the enthusiastic support of serious men. While adopting the familiar Onitsuka Tiger models as the design base, the sneakers are finished with a unique appeal by expressing unevenness in color like lacquering and applying a special process called mud dyeing. Shoes born from Japanese craftsmanship are perfect for the feet of mature men.

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Onitsuka Tiger’s Luxury Line “THE ONITSUKA”

The Onitsuka Tiger luxury line “THE ONITSUKA” will be launched in 2019. The collection is based on the interpretation of the essence of “luxury” as “something that brings joy to people’s lives,” and is centered on dress shoes with simple, beautiful, and timeless designs. The collection is centered on dress shoes with simple, beautiful, and timeless designs. New dress shoes with a new sensation are available, including the standard model “DERBY,” which has a contemporary mood created by the glossy texture of the high-quality Kobe cow leather upper and the martial accent of the shark sole.

Related article] What is the appeal of THE ONITSUKA? Check out the new standard of modern dress shoes.

Editor Izumi

In the article ” What Makes THE ONITSUKA so appealing? ” I personally think that THE ONITSUKA’s appeal lies in its ” fashionable design,” “lightweight,” “easy to coordinate,” and “made in Japan. It fits not only with a style like jacket and slacks, but also with a rough style like the one shown in the image below.

Editor Izumi

THE ONITSUKA collaborated with Nick Wooster for its first capsule collection, and these shoes fit in with his edgy and sensitive style without being bland.

Incidentally, Onitsuka Tiger is a brand developed by ASICS, but it is sometimes confused with the current “ASICS SportStyle,” which was also developed by ASICS under the brand name “ASICS Tiger. If you are so inclined, we hope that you will find the model you like best after having a clear understanding of the differences between the brands, lines, and series.