Onitsuka Tiger: Entering the Den of the Tiger | Hypebeast

Interview with Shuhei Numata

Could you give me some information regarding your background in design and how you ended up working with ASICS (Onitsuka Tiger)?

I spent 6 years in the field of oil-painting and conceptual contemporary art at the Musashino Art University in Tokyo before I shifted to design. At the same time I moved my life to Europe. After 2 years of great and exciting experiences with the adidas Originals design team in Herzogenaurach, the vice president of ASICS Europe caught up with me in a Chinese restaurant in Amsterdam, and the rest so to say is history.

For many, the differentiation between Onitsuka Tiger and ASICS is a bit murky. What are the differences between the two brands?

The main difference between ASICS and Onitsuka Tiger is that under the ASICS brand, new technologies and features have been created and introduced to the market as of 1972. This is to fully support any athletes in their endeavor to perform to the highest of their ability in competition and training.

Onitsuka Tiger on the other hand was reintroduced in 2001 and brings a collection to the market that is mainly inspired by our rich heritage in sport. Using our expertise in creating well-designed sporting goods as well as mixing it with our Japanese fashion sensabilites and themes, this makes our Onitsuka Tiger footwear & apparel collections unique and different.