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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.
Onitsuka Tiger
Onitsuka’s forthcoming collaboration with Versace and its presentation at Milan Fashion Week earlier this year signals a move toward a higher price point on the international stage. (Getty Images)

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.

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Further Reading

What Comes After Adidas’ Samba?

The women’s sneaker market is growing alongside rising interest in women’s sports and casualised dress codes that prioritise comfort. Yet there’s more to addressing female sneaker shoppers than just releasing another trendy low-profile silhouette.

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