Staying Ambitious

Carrying Forward the Founder’s Legacy:
Embracing the Challenge of the Future

Over 75 years since its founding, Japan’s Onitsuka Tiger has evolved into a globally acclaimed fashion brand.
Here, we take a final look behind the scenes to explore the pioneering spirit and vision of the leader behind the brand’s breakthrough.

“With ambitioncomes eternal youth.”

Onitsuka Tiger, founded in 1949 as a sports shoe brand, has experienced tremendous growth over the past decade. Its evolution into a global brand was precipitated by the development of diverse product lines defined by unique identifying characteristics: HERITAGE, which reimagines iconic products for the modern era; YELLOW COLLECTION, with its avant-garde style; THE ONITSUKA, with its leather formal wear; and OTIGER, with its elegant yet fresh feminine styles.
Behind this timeless breakthrough stands a single key individual. Ryoji Shoda, the current head of Onitsuka Tiger, joined the company in 2011 after working at an international fashion brand. His goal was to take the brand and its newfound fashion-forward fan base, established in Europe in 2002, to even greater heights.
“Previously, when specialist shoe or bag brands ventured into fashion, they would typically only introduce established items such as T-shirts or sweatshirts, often as one-off efforts. But our goal was to become a fashion brand in the true sense of the word. Previously, Onitsuka Tiger was still seen as a sub-brand of ASICS. In making a clear distinction between the two, we aimed to pave our own unique path for Onitsuka Tiger.”

To achieve this, Shoda focused on direct retail business and expanding the network of flagship stores worldwide, without relying on the Onitsuka Tiger stripe for branding.
“It’s important, of course, to continue giving what people want. But if we aren’t constantly innovating, we won’t be able to adapt to people’s tastes or changes in the times. What’s more, I believe we need to communicate directly with our customers as our brand evolves. With this in mind, we decided that what we needed first was to establish flagship stores to serve as symbols of our brand.”
Shoda’s proposed reforms provoked a variety of reactions within the company, including some critical opinions. The iconic Onitsuka Tiger stripe had become an enduring icon of the brand’s heritage and had worldwide recognition and support. There was no guarantee that products without the stripe would sell. Moreover, for ASICS, which had built its reputation in wholesale since its founding, focusing on brand business driven by flagship stores was uncharted territory.
“Repeating what’s been successful in the past will never lead to genuine innovation. In fact, I actually saw great potential in the resistance to this new direction. Consensus often means that an idea is already familiar, whereas dissent points to something new—something that’s never been done before. At Onitsuka Tiger, our slogan is ‘Discover the Difference,’ and I believe that captures the spirit we must continue in as we evolve as a brand.”

At some point, Shoda inherited a piece of calligraphy written by the company’s founder, Kihachiro Onitsuka. The words read, “With ambition comes eternal youth.” The phrase underscores the importance of maintaining a youthful spirit by constantly embracing new challenges and keeping a clear vision of the future. Onitsuka’s ambitious management philosophy remains timeless even today.
“It’s been 75 years now since Onitsuka Tiger was created. Its first 25 years were defined by sports. The next 25 years, it lay dormant. And the last 25 years, from its 50th anniversary revival to the present day, have been marked by innovation and global ambition. As we approach our centennial, the next 25 years are for the coming generation to write their history. My job now is to support and foster their new endeavors and challenges.”