The ASICS & Onitsuka Tiger brand stories have always been a source of some confusion: why do they have the same logo? Is it two different brands? Why is one stocked in boutiques and the other on the high street? All these questions are now to be made redundant – the two previously separate wings of the brand have been consolidated and relaunched under the new moniker ASICS TIGER.
What’s more, they’ve have been on somewhat of a world tour to celebrate the rebirth, with parties being thrown in Shibuya, Tokyo (where a pop-up shop is now open until March) as well as Williamsburg, New York before they swept into London. Held at The Boiler House on Brick Lane, the event looked to reaffirm the brand’s Japanese roots by transporting guests to the home of sports lifestyle and technology in ’90s Japan—Shibuya. The buzzing arcades that typify Shibuya were replicated here, with an interactive 8-bit platform game that literally put you in the heart of the action with the help of a treadmill and green screen. Amidst the flickering neon signs there was a streetfood kitchen dishing out bowls of chicken katsu curry, shrimp dumplings and octopus takoyaki, all washed down with Asahi beer.
Some of the brand’s most important personnel were in attendance, including UK CEO Alistair Cameron and Shigeyuki Mitsui, designer of everyone’s favourite split-tongue runner—the Gel-Lyte III. Amongst the topics addressed were the brand’s prestigious heritage, the adaptation of that history moving forward with the EVO line and the position in which ASICS Tiger finds themselves in the lifestyle market today. Their year is set to be very big indeed, and we’re excited for what’s to come!
Thanks be to ASICS Tiger for the hospitality. Be sure to stay tuned to The Drop Date for an interview with Mitsui which will be with you shortly!
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