As Onitsuka Tiger, now under the Asics umbrella, expands its reach with a new flagship store in London, it has simultaneously turned its gaze inward. The brand is revolutionizing its production with its inaugural dedicated facility in Tottori, located on the southern coast of Honshu in Japan.
This groundbreaking ‘Onitsuka Innovative Factory’ merges every phase of product development, from crafting materials to design and final production—all under a single roof.
This facility serves not only as a production site but also as a cultural landmark, exhibiting Onitsuka Tiger’s brand ethos and celebrating the intricacies of Japanese craftsmanship to an international audience.
Collaborations will be a driving force, as this establishment will work closely with the Milan Design Center, the brand’s global creative headquarters, and The Asics Institute of Sport Science, which is dedicated to advancing sports technology through innovative research.
The factory’s output will focus on enhancing production capabilities for premium footwear, featuring the globally recognized ‘Nippon Made’ series and the elegant leather shoe line, ‘The Onitsuka’. Additionally, the brand is set to make its first foray into leather bag manufacturing, further diversifying its creative offerings.
This venture is complemented by an adjoining gallery designed to display rare archival items and exhibitions that emphasize the brand’s commitment to artisanal excellence. The Onitsuka Gallery Store will also open, signifying the brand’s initial retail footprint in Tottori Prefecture.
The store will feature selected Nippon Made products crafted at the new facility and a custom shoe ordering service.
