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Established in 1949, Kihachiro Onitsuka started his company with a passion for wellbeing, not a business plan. His ambition was to improve the lives and self-esteem of a generation of post-war youths in Japan, with a commitment to promoting health. His legend lives on today in the fusion of Japanese athletic heritage and modern flair. With designs ranging from updated classics to refreshing new styles and collaborations with like-minded artists, the spirit of Japan resonates in each new Onitsuka Tiger collection.