A Japanese Legacy, A Parisian Address

The launch of the Japanese brand's first flagship boutique on the iconic avenue des Champs-Élysées leaves no doubt that the brand has secured its global fashion player status.

- by Manfred Lu Photography Paola Pansini

You might wonder why a Japanese brand, already well-established in Asia and firmly rooted in global pop culture, would choose to open a flagship on Paris' avenue de Champs-Élysées.

For Onitsuka Tiger, the opening of its new boutique represents more than just physical expansion. It is a strategic play aimed at cementing its global repositioning as a fashion-first brand with luxury aspirations.

Though long associated with its athletic origins and iconic Mexico 66 sneakers, Onitsuka Tiger has spent the past decade undergoing a steady transformation under the creative direction of Andrea Pompilio and CEO Ryoji Shoda. While retaining elements of its sportswear DNA, the brand has steadily leant into fashion territory, showcasing its mainline collections at Milan Fashion Week, pursuing high-profile collaborations, and investing in storytelling that bridges Japanese craftsmanship with contemporary design.