Onitsuka Tiger Continues European Expansion and Opens First Flagship Store in Spain

Onitsuka Tiger has opened the doors of its first flagship store in Spain, continuing the European expansion of the Asics-owned Japanese brand. The milestone is being celebrated with the release of an exclusive Mexico 66 NM sneaker from the Made in Japan collection sold only at the store, which opened on March 3.

The two-story flagship store is located at Passeig de Gràcia in Barcelona. Architectural firm STUDIO DINI CATALDI, helmed by Filippo Dini and Gianluca Cataldi, designed the store, fusing the modern style of Tokyo with the history of the building. The ground level showcases a futuristic aesthetic with reflective walls, polished floors, a grid-patterned ceiling, illuminated panels, and the signature yellow hues of Onitsuka Tiger.

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The yellow is contrasted by dark tones that help the products stand out. Minimalist shelving units also help to to highlight Onitsuka Tiger’s creations. Additionally, the basement serves as a gallery with archival footwear on display

Among a range of products offered at the store, customers can buy an exclusive Barcelona edition of the Mexico 66 NM. The shoe features a red-and-yellow gradient gradient design in homage to the country. Retailing for 310 euros, the shoe is a reinterpretation of the popular Mexico 66 style.

“In Barcelona, where tradition and innovation coexist, the opening of our flagship store on Passeig de Gràcia, one of the world’s premier shopping destinations, marks a significant milestone in our brand strategy across Europe,” said Ryoji Shoda, head of Onitsuka Tiger Company.

Shoda continued, “We aspire to embody the spirit of our brand, which continually challenges itself while honoring tradition. Our goal is to contribute to the preservation of vital cultural heritage, enhance the value of art, and foster the development of the city, all in synergy with Passeig de Gràcia.”

Onitsuka Tiger recently celebrated its 75th anniversary in 2024. As part of the celebration, the Japanese brand partnered with French brand Patou on a collaborative collection including the beloved Mexico 66, ballet flats and the Mexico Rinkan Boots. Vaquera is another brand that collaborated with Onitsuka Tiger in 2024.