Onitsuka Tiger

Kihachiro Onitsuka opened his first workshop in Kobe in 1949, crafting shoes for athletes recovering from the war. The company grew into a major athletic supplier before rebranding as Asics in 1977 to focus on modern performance technology. Decades later, the parent company revived the original name in 2002 to target fashion-forward consumers who wanted the retro look of the past without the strict technical requirements of competitive running.

The brand operates from its Japanese roots but maintains a significant footprint in global fashion capitals. In September 2026, Asics established a dedicated subsidiary in Spain to manage European operations independently. This move supports recent high-profile events like the Spring 2027 Ready-to-Wear show at Milan Fashion Week, where designers presented runway-ready footwear that blended vintage sports aesthetics with contemporary luxury styles.

While the brand faced a logistical shift in late 2023 by closing its direct US online store, it remains active through third-party retailers and strategic partnerships. A notable collaboration in September 2026 saw the label merge its design language with Honda engineering to reveal a conceptual middleweight sportbike. These efforts highlight a strategy that prioritizes cultural relevance and heritage storytelling over traditional athletic marketing. [edit]