Onitsuka Tiger, the beloved shoe brand established in 1949 as Onitsuka Shōkai by Kihachiro Onitsuka, is marking a major birthday with celebrations spanning two continents, drawing well-wishers, celebrities and creatives from around the world.
The 75th-anniversary festivities are already in full swing in Tokyo, where the brand is commemorating its past successes by looking forward to the next 25 years.
The party kicked off on August 9 with a star-studded event attended by celebrity shoe lovers like Taiwanese actor Jasper Liu, Korean actor Chae Jong-hyeop, Singaporean fashion icon Yoyo Cao and Philippine actress and socialite Heart Evangelista.
Taiwanese actor Jasper Liu at the Tokyo event (Photo: courtesy of Onitsuka Tiger)
Korean actor Chae Jong-hyeop at the Tokyo event (Photo: courtesy of Onitsuka Tiger)
Singaporean fashion icon Yoyo Cao at the Tokyo event (Photo: courtesy of Onitsuka Tiger)
Other Tiger-themed treats on offer include an exhibition of 75 photographs spotlighting some of the brand’s most iconic archival pairs, an art exhibition featuring art inspired by the brand, and a high-tech experience exploring Onitsuka Tiger stores across the globe—this won’t be a typical promotional video but an exciting journey around the world created using bleeding-edge extended reality and motion capture technology.
The most exciting thing for sneakerheads was the special 75th-anniversary pieces that were unveiled at the event. The latest items embody the brand’s ethos of remembering its past while driving boldly into the future. New designs are based on Onitsuka Shōkai’s most influential historic original creations, redesigned to stay at the forefront of sneaker trends through the brand’s upcoming 100th anniversary and beyond.
The exhibitions will run until August 25, at 6-14-2 Jingumae, Shibuya-ku, Tokyo.
Hôtel Onitsuka Tiger is situated facing the Champs-Élysée (Photo: courtesy of Onitsuka Tiger)
The Yellow Tiger Café at Hôtel Onitsuka Tiger (Photo: courtesy of Onitsuka Tiger)
International pianist Yuja Wang will perform music inspired by both the brand’s rich history and its promising future (Photo: courtesy of Julia Wesely)
Japanese-French singer-songwriter Maïa Barouh will bring together a diverse array of local artists in her role as music navigator (Photo: courtesy of Tijana Pakic)
Michelin star chef Yoji Tokuyoshi will oversee all aspects of Yellow Tiger Café (Photo: courtesy of Onitsuka Tiger)
Emerging young artist Yutaro Inagaki will establish a studio at Hôtel Onitsuka Tiger and showcase a live performance at the event (Photo: courtesy of Onitsuka Tiger)
While Japan remains the heart of the brand, Paris is currently hosting a vibrant event at the temporary Hôtel Onitsuka Tiger at the 25 Avenue des Champs-Élysées. This location is also the future site of the brand’s upcoming flagship store set to open in 2025.
The events, which kicked off on July 22 and will run until August 17, have already enticed a roster of celebrity creatives befitting the brand and its new home in the City of Lights.
Grammy Award-winning international pianist Yuja Wang was recently spotted among the attendees, alongside awardwinning celebrity chef Yoji Tokuyoshi, musician Maïa Barouh and rising star artist Yutaro Inagaki. Each was on hand to unveil works inspired by Onitsuka Tiger.
As attendees honour the brand’s heritage and look towards a promising future, the excitement transcends Tokyo and Paris. Anticipation grows for the upcoming Milan Fashion Week in September, where the sophistication and style synonymous with Onitsuka Tiger are expected to continue to captivate audiences worldwide.