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Our Brand Proposition:

Born in Japan,
From the love of sport:
Discover the difference

Our Brand:

Onitsuka Tiger, the forerunner of ASICS, was born in 1949.The brand began with Kihachiro Onitsuka’s commitment to promote youth health through sport. Since then, Onitsuka Tiger became synonymous with premium performance in sport. The legend lives on today as a lifestyle brand in the fusion of Japanese heritage and modern flair. With designs ranging from updated classic silhouettes to new styles and collaborations with like-minded artists and cultural connoisseurs, the spirit of Japan resonates in each new collection of Onitsuka Tiger shoes, apparel and accessories.

Our Brand Position:

We are the “Original Japanese Sport-Fashion Brand”

Our Brand Values:

Japan, Imaginative, Pioneering, Sports inspired

Our Personality:

Unique, Subtly rebellious, quietly confident, playful

Our Tone:

Understated but with an infusion of the unexpected