Onitsuka

Onitsuka is a brand with a rich history that dates back to post-war Japan. Founded in 1949 by Kihachiro Onitsuka, the company began with the vision that sports have the power to transform lives, particularly for the youth of Japan. The brand's journey started with the ambition to contribute to the development of young people and to help rebuild a better future for them. This led to the creation of innovative sports shoes that combined technical strength with comfort, setting the brand apart in the athletic footwear industry.

The brand's commitment to innovation is evident in its early products. In 1951, an encounter with an octopus inspired the design of a basketball shoe with a suction cup sole, which provided players with the grip necessary for fast breaks and sudden stops. This shoe was instrumental in a Japanese high school team winning their championship. The brand continued to innovate, and in 1960, it introduced the Magic Runner, a running shoe with improved air circulation to prevent blisters and enhance comfort for long-distance runners.

Onitsuka's dedication to sports and athletes did not go unnoticed. In 1964, during the Tokyo Games, the brand debuted the Runspark, its first fixed track spikes for athletes, which allowed for the selection of different spike lengths based on track conditions. The design included a heel with layers of soft sponge to absorb shock, showcasing the brand's attention to detail and care for athletes' needs.

The iconic Onitsuka Tiger stripe, which still adorns the sides of Onitsuka Tiger and ASICS shoes, was introduced in 1966. This design element first appeared on the Limber Up Leather BK, which was introduced for the 1968 Mexico Olympic Games. The stripe has since become a symbol of the brand's enduring legacy in sports fashion.

Onitsuka's influence extended beyond Japan's borders when American middle-distance runner and Bill Bowerman protege Phil Knight took notice of the brand. Knight, inspired by his MBA studies in marketing athletic shoes, met with Mr. Onitsuka and later established Blue Ribbon Sports to bring Onitsuka Tiger shoes to the US market. This partnership was pivotal, as Blue Ribbon Sports eventually became Nike, while Onitsuka Tiger responded by creating the Tiger Cortez.

In 1977, Onitsuka Co., Ltd. underwent a significant change when it merged with GTO Co. and JELENK Co., leading to the formation of ASICS. Despite the change in corporate structure, Onitsuka Tiger continued to thrive as a lifestyle brand under the ASICS umbrella. The brand has been celebrated for its heritage styles, which are often arranged from archives, as well as its high-end mode styles that continue to innovate in the fashion industry.

As Onitsuka Tiger approaches its 75th anniversary in 2024, it stands as a testament to the enduring power of sports and innovation. The brand's history is not just a story of athletic footwear but also a narrative of inspiration, dedication, and the relentless pursuit of excellence that has impacted athletes and sports enthusiasts around the world.