Onitsuka Tiger (Asics): sneakers, exhibition, music and a Japanese café on the Champs-Élysées

Newcomer alert on the Champs-Élysées - Onitsuka Tiger, the sports label behindAsics, is pulling out all the stops for its 75th birthday, choosing the prestigious avenue to celebrate its anniversary in style! Until August 17, 2024, number 25, formerly Bistro 25, will be transformed into the Japanese brand's playground, with a host ofexperiential events.

Following a collaboration with the manga Astro Boy, and a high-profile appearance at Milan Fashion Week, the label is erecting its basketball temple in a 19th-century mansion in Paris, ahead of theopening of a future flagship at the same address in2025.

On the sidelines of the Paris 2024 Olympic Games, Onitsuka Tiger is putting down its soles at the Hôtel de la Païva, revamped as the"Hôtel Onitsuka Tiger", the new must-see spot for sportswear fans, covered in the brand's emblematic yellow (you know, the one displayed by Uma Thurman in Kill Bill). On the program? Artist residencies with pianist Yuja Wang, Franco-Japanese singer Maïa Barouh, and a performance by Yutaro Inagaki. The pop-up store even unveils the Yellow Tiger Café, a gourmet corner where you can savour a feast of Japanese flavours signed by Michelin-starred chef Yoji Tokuyoshi.

The address also hosts a free exhibition of shoes retracing the history of Onitsuka Tiger's cult sneakers, accompanied by a photographic retrospective and an installation inspired by the thoughts of Kihachiro Onitsuka, the shoemaker who founded the brand in 1949 in Kobe. Between innovation and tradition, the label was renamed Asics in 1978 and became a brand in its own right in the 90s, back in the spotlight thanks to its successful retro style.

So don't wait any longer, come and tread the pavement of the new spot, discover the world of Japanese sneakers and follow in the footsteps of sneaker history!