Onitsuka Tiger Sneakers Are Winning Gen Z’s Heart
Sales of the 76-year-old shoe brand have taken off amid a global tourism boom to Japan.
Photo illustration: Ryan Haskins; Photos: Asics (1); Getty Images (3)
Along with cans of matcha powder, Monchhichi blind boxes and bagfuls of 7-Eleven snacks, trend-chasing tourists in Tokyo are squeezing one more item into their suitcases home—and sending waves through the footwear industry.
The must-have souvenir is a pair of sneakers from Onitsuka Tiger, the 76-year-old Japanese shoe brand. The thin-soled trainers, which have had a loyal fanbase for decades, are experiencing a fresh burst of popularity thanks to a rise in global travel to Japan and the ensuing internet hype for all things Japanese. Onitsuka brought in nearly ¥66 billion ($434 million) in net sales for the first half of 2025, a 50% increase from the same period a year ago, according to its latest earnings report. Investors are lining up behind the brand’s parent company, Asics Corp., whose shares more than tripled over the two years ended Oct. 27. Shares of rival Adidas AG increased 13% over the same period, while Nike Inc. shares fell 30%. Asics did not respond to a request for comment.