To Capture Generation Z... Japanese Asics' Experiment Abandoning the '4th Generation Design'

Asics Onitsuka Tiger Drops 4-Line Design, Opens Store in Ginza
Revival Hopes Focused on Gen Z Targeting Efforts

Japanese brand Asics is boldly abandoning the '4-stripe design' that has long been considered its signature image. Asics recently opened a premium brand concept store for 'Onitsuka Tiger' in Ginza, Tokyo, and plans to undertake various experiments to break away from the image of a 'brand popular in the past' and target Generation Z (born in the 1990s to early 2000s).

On the 29th, Nihon Keizai Shimbun (Nikkei) reported that Onitsuka Tiger is staking the brand's survival on securing Generation Z customers.

Asics Onitsuka Tiger product image. It is characterized by the absence of Asics' distinctive "four stripes." (Photo by Asics official website)

First, Asics plans to boldly discard the four stripes, which have been its representative pattern, for the launch of Onitsuka Tiger. Asics conducted a focused survey on Generation Z for the launch of the Onitsuka Tiger Ginza store, and the results showed that Generation Z does not recognize the four stripes as a representative image of Asics at all. Therefore, Asics decided to refrain from using the four stripes in the Onitsuka Tiger series and instead focus on new designs.

Of course, there were concerns about abandoning a design that had maintained the brand's identity. It is known that there were many discussions within the company as well. However, the conclusion was to boldly proceed with new experiments for the time being.

Moreover, the Onitsuka Tiger concept store opened in Ginza, Tokyo, will showcase only new product lines targeting Generation Z, rather than existing Asics models.

It is quite unusual for a brand targeting Generation Z to open a store in Ginza. Brands aimed at Generation Z usually target Shibuya, where many young people gather. Ginza is a commercial district with many luxury brand stores, giving a similar vibe to Cheongdam-dong in Korea.

However, Onitsuka Tiger insisted on opening in Ginza. Nikkei stated, "Looking behind this insistence, there seems to be a mindset to capture both the characteristics of Generation Z and the brand value."

The appearance of the Asics Onitsuka Tiger Tokyo Ginza store. (Photo by Onitsuka Tiger official website)

This is a strategy considering the information-sensitive nature of Generation Z. Generation Z often previews products through social networking services (SNS) before purchasing. Therefore, opening a store in Ginza, which has a better location and is easier to access than Shibuya, became a key strategy.

Additionally, the fact that Asics' premium brand has already been exposed through SNS played a role. Currently, the Onitsuka Tiger flagship product 'Mexico 66' has related posts on the video platform TikTok with over 110 million views. Since the brand has already gained fame through SNS, the next step is simply to enable customers to visit offline stores and see the products in person.

Above all, Ginza's many luxury stores make the commercial district feel differentiated and highlight the characteristics of the premium line, which is why Asics made this decision.

Japanese media are also paying attention to whether Asics will revive through these attempts with new designs and an unusual choice of commercial district. Asics told Nikkei, "Customers also change, so it is okay to try new things," adding, "Continuous innovation is important."