DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2025.11.26
Born in Japan, "Onitsuka Tiger" has captured the hearts of fashion enthusiasts worldwide through its reinvention as a designer brand and its reputation for exceptional craftsmanship. We delve into the brand's remarkable journey and explore the allure of its flagship stores in Japan.
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In 1949, in the aftermath of World War II, Kihachiro Onitsuka founded Onitsuka Co., Ltd. in Japan. Beginning with basketball shoes, the company focused on developing highly specialized athletic footwear with an eye toward global expansion. In 1965, the brand name was changed to "Onitsuka Tiger," and in 1966, the "MEXICO Line" was born—the prototype of what would become the iconic "MEXICO 66" model. By regularly visiting athletic venues, listening to athletes' feedback, and continuously creating innovative sneakers, the brand's name spread across the globe.
The first product to hit the market: the Tiger-branded basketball shoe. During its development, their sole was inspired by octopus suckers, and their popularity spread nationwide through word of mouth.
In 1977, following a merger with two other Japanese companies, the "Onitsuka Tiger" brand name temporarily disappeared. Around 2000, sparked by a classic sneaker revival in Europe, "Onitsuka Tiger" was reborn as a fashion brand. This revival gave birth to the "MEXICO 66"—a second-generation version of the "Limber Up" model released in 1961. With its classic aesthetic, the "MEXICO 66" has become the brand's undisputed flagship product. The tricolor colorway, in particular, has become firmly established as a brand icon.
Following this, flagship stores opened in Tokyo, and popular models from the past, such as the "TIGER CORSAIR" and "CALIFORNIA 78", were successively revived. This collection, which updated heritage masterpieces for the modern era, was later rebranded as the "RED COLLECTION" and has since become one of the brand's central pillars.
The "MEXICO 66," beloved by countless celebrities, is also famously known as the shoe favored by the King of Thailand.
Incidentally, in Quentin Tarantino's film "Kill Bill," Uma Thurman wears with her yellow tracksuit the yellow "TAI-CHI" model, which closely resembles the "MEXICO 66." A stylist discovered the "TAI-CHI" at a select shop in New York, proposed it to Tarantino as part of the costume, and it was ultimately chosen for the film.
Kill Bill: Vol. 1 (2003) Official Trailer
In 2012, the brand began collaborating with Italian designer Andrea Pompilio, unveiling collaborative footwear collections. The announcement of a collaboration with the globally renowned luxury house "Givenchy" also generated significant buzz. In 2013, the brand held its first full-scale men's runway show and launched a women's collection. The following year, in 2014, "Onitsuka Tiger" participated in "Milan Fashion Week" and "Tokyo Fashion Week," marking its evolution as a designer brand.
At the Spring/Summer 2026 "Milan Fashion Week," the brand presented satin ballet-type shoes reinterpreting the "MEXICO 66," along with collaboration jewelry with "Mikimoto," one of Japan's most prestigious jewelers.
Today, the "Onitsuka Tiger" brand stands on four central pillars: the "RED COLLECTION," which updates past classics; the "YELLOW COLLECTION," representing the brand's progressive designer identity; "The Onitsuka," a luxurious leather formal line; and "O-Tiger," a feminine collection. The "RED COLLECTION," "YELLOW COLLECTION," and "THE ONITSUKA” each have concept stores centered in Ginza and Omotesando, where they communicate the unique worldview of each collection.
The GINZA RED CONCEPT STORE features a retail space with an integrated coffee stand on the first floor. The basement level is dedicated exclusively to "MEXICO 66," showcasing archival pieces and offering complementary name embroidery. The second floor houses a café where visitors can immerse themselves in the brand's aesthetic.
The world's first YELLOW CONCEPT STORE is also located in Ginza. True to the "YELLOW COLLECTION," the space features a striking, modern design centered around the signature color yellow.
Through its flagship store strategy, "Onitsuka Tiger" has elevated its brand value to new heights. The RED CONCEPT STORE and YELLOW CONCEPT STORE offer unique experiences that showcase different facets of the brand's identity. Visit these stores to immerse yourself in the world of "Onitsuka Tiger."
