Onitsuka Tiger - urban street style with cult status
What do Uma Thurman, Elyas M`Barek and Bruce Lee all have in common? That`s right, they`re all big fans of Onitsuka Tiger, the Japanese brand founded in 1949. The label has raised the bar for both aesthetics and functionality. The motto "Anima Sana In Corpore Sano - sound mind, sound body" has influenced the foundations of ASICS and Onitsuka Tiger in equal measures. Today, both brands continue to pull forward with this motto at their head, achieving international success.
Kihachiro Onitsuka and a seaside holiday
After the Second World War, Japan`s morale was at an all-time low, and a fresh start seemed impossible. At the time, 31-year-old Kihachiro believed that sports form a universal bond between peoples and that remaining active could give society renewed hope and perspective. In the early 50s, working from his small workshop, Onitsuka designed shoes for the basketball team of Kobe High School - and failed miserably. Luckily, during a seaside holiday in 1951, he was served a vegetable and octopus dish that sparked his inspiration: he adapted the sucker principle and, suddenly, fast starts, stops and directional changes on the basketball court weren`t a problem anymore. This success story was followed by some classic models, like the Magic Runner, the Runspark, the Mexico 66 and the California.
Onitsuka Tiger conceives ASICS
Good shoes are essential for sportspeople, but they`re not the be all and end all of everything. In order to cover all of the requirements of a sports outfit, Kihachiro Onitsuka founded the progressive company we know as ASICS in 1977. Technical innovations, the most advanced Gel cushioning system and new rubber components catapulted the label to the height of success in a very short time. Today, ASICS is a global player on the running sports scene. While ASICS aims for the stars and causes a hype with every new collection, Tigers has taken the backstage. For 24 long years, the brand was all but forgotten - until now.
Onitsuka Tiger reinvented
2002 was the year when the Tigers finally came back with a vengeance and took over with a new urban look. Whether you`re jogging, dancing at a nightclub, exploring a new city or enjoying a cool beer in summer, Tigers have you covered. The base of the pieces are existing models that have been reinvented and now comes with new lines, colours and constructions. Heel counters, high-quality leather, FuzeGEL technology for extra comfort, top breathability and special outsoles all make Tigers great all-rounders for every aspect of your life.
Unlike many other trainers, these edgy models are slim-fitting, and many are even unisex. The popular heel tab with a logo patch rounds off the iconic look of each shoe. The classic Mexico 66 is available in 45 colours, by the way. If you want trainers with the characteristic tiger stripes in your shoe cabinet, you`ll find them on Keller x.