Onitsuka Tiger
Asics · Japan
Onitsuka Tiger is a Japanese footwear and fashion brand founded in Kobe in 1949 by Kihachiro Onitsuka. It is owned by Asics and is best known for the Mexico 66 sneaker.
| Founded | 1949 |
|---|---|
| Founder | Kihachiro Onitsuka |
| Owner | Asics |
| Origin | Kobe, Japan |
| Segment | Sportswear and outdoor |
| Website | onitsukatiger.com |
What is Onitsuka Tiger?
Onitsuka Tiger is a Japanese footwear, clothing and accessories brand, owned by Asics. Kihachiro Onitsuka founded it in 1949 in Kobe as Onitsuka Shokai, which was later reorganised as Onitsuka Co., Ltd.
History
Phil Knight and Bill Bowerman imported Onitsuka shoes into the United States through Blue Ribbon Sports, the predecessor of Nike. Asics later revived the brand as a fashion label in Europe in 2002. Uma Thurman wore Onitsuka Tiger shoes in Kill Bill: Volume 1 in 2003.
Products and positioning
The Mexico 66 is the best-known shoe. Other lines include Nippon Made, footwear made in Japan, and The Onitsuka, a formal leather goods line. The brand also sells clothing, bags, accessories and fragrance.
Business model and distribution
The brand operates about 190 directly managed stores, plus a limited number of other retailers, across roughly 160 countries and regions. A Paris flagship on the Champs-Elysees opened in July 2025. Onitsuka Tiger withdrew from the United States in 2023 and plans a Los Angeles flagship in February 2027.
In 2026 Asics announced that it would transfer the business to OT GROUP Corporation, a wholly owned subsidiary set up as the brand's global headquarters for sales and manufacturing, effective 1 January 2027. Ryoji Shoda is named as its chief executive.
Why it matters
Onitsuka Tiger is a rare case of a heritage sports brand repositioned as a fashion label, and it is a major growth driver within Asics. Its Wikipedia entry reports sales up 43% to 136.5 billion yen in the year ended 31 December 2025.
Frequently asked questions
Who owns Onitsuka Tiger?
Onitsuka Tiger is owned by Asics. In 2026 Asics announced a transfer of the business to a wholly owned subsidiary, OT GROUP Corporation, effective 1 January 2027.
Where is Onitsuka Tiger from?
Onitsuka Tiger is from Japan. Kihachiro Onitsuka founded it in Kobe in 1949.