Asics’ Onitsuka Tiger brand will start celebrating its 75th anniversary at the Hôtel Onitsuka Tiger in Paris, just days before the 2024 Summer Games begin. The venue is located at 25 Avenue des Champs Elysées, where the brand’s flagship store is due to open in July 2025.
The building dates back to the 18th century and is one of the most important historical buildings on the Champs Elysées. It usually is not open to the public. Part of the Hôtel concept, Onitsuka Tiger will offer a spectrum of experimental entertainment at the venue from July 22 until Aug. 17, 2024, ranging from culinary experiences, fashion and accommodation to travel, music and artistic engagement. Visitors can also enjoy the unique Japanese culinary culture at the Yellow Tiger Café on the hotel premises. In addition, there will be an exhibition of footwear from the archives reflecting the evolution and challenges of the 75th anniversary, a special photo exhibition tracing the brand’s journey, and an installation inspired by founder Kihachiro Onitsuka’s thoughts on the brand’s origins. The exterior of the Hôtel building and every detail of the interior will be in the brand’s signature tiger yellow.
With the Hôtel Onitsuka Tiger, Onitsuka Tiger wants to continue to create a center where cultural luminaries from various fields can come together and exchange ideas with unrestricted creative freedom.
Onitsuka Tiger was established in 1949 as “Onitsuka Shōkai by Kihachiro Onitsuka”. Onitsuka Shōkai changed its name to Onitsuka Co., Ltd. before becoming Asics Corporation in 1977. Since then, Onitsuka Tiger has been marketed as a lifestyle brand of Asics.
