An advertorial featured in Drapers with key insights into the brand history/essence and their strategy for SS11.
The Bread and Butter Brand Bible 2011 (page 442) also states that, “In 1949, Kihachiro Onitsuka established Onitsuka Tiger, the forerunner of ASICS. His creativity, sense of social responsibility and eye for detail lives on in every Onitsuka Tiger product sold today. Unique Japanese social benefits and traditions still play a dominant part in the company culture. Throughout its 60-year history Onitsuka Tiger became an iconic, global ‘sports-fashion’ brand with a unique Japanese heritage.” Information is also given on the brand philosophy: “Onitsuka Tiger fuses Japanese heritage and contemporary design. The product designs in footwear and apparel are inspired by Onitsuka Tiger sportswear from the past and crafted with refined Japanese materials and traditions, assembled into original designs, and fuse the arts of the East with the seductive urban design styles of the West.”