A concept store located in the heart of Shibuya.

The GEL-LYTE series of shoes represents ASICS Tiger. The retro form with a modern design and outstanding comfort make these shoes extremely popular. On March 10 (Sat), a concept store for this brand opened near Shibuya Station. The store, which embodies the world view of ASICS Tiger, has a two-floor structure with shoes on the first floor and apparel on the second floor. The store is located next to Onitsuka Tiger, another brand of ASICS. The president himself spoke about the role of this store.

Please tell us again about the concept and appeal of "ASICS Tiger" at the opening of the concept store.

KobayashiASICS is a sports performance brand, while ASICS Tiger and Onitsuka Tiger are fashion and lifestyle approach brands. Roughly speaking, ASICS Tiger is a sports lifestyle brand that reflects the sensibilities of Japanese technology and street culture, while Onitsuka Tiger is a lineup with a taste that combines European sports taste and Japanese craftsmanship. The "Onitsuka Tiger" lineup is a fusion of European sports taste and Japanese craftsmanship. ASICS Tiger Shibuya is located next to Onitsuka Tiger Shibuya, so we hope you will enjoy shopping while comparing the two brands.

You already have a concept store in Shinsaibashi, Osaka, which is identical to this one. Why did you decide to open a store in Tokyo?

Kobayashi: As ASICS was founded in the Kansai region, we opened our first store in Osaka in 2016. I don't think it would be much different in a different area, but we originally wanted to open a store in Tokyo, so we opened in Shibuya this time. We also wanted to create a different appeal from ASICS and ONITSUKA TIGER. We are very enthusiastic about it. Now that we have locations in both the East and West, I think we have a system in place to reach more customers.

Why did you choose Shibuya instead of Harajuku?

KobayashiThe customers who visit the flagship ASICS store on Takeshita-dori in Harajuku are slightly different from those who visit the store in Shibuya. We thought that Shibuya, as well as Harajuku, is a more multinational town and a place where we can attract a diverse range of customers from Japan and abroad. We are also convinced that Shibuya, the birthplace of street culture, is a good fit for the ASICS Tiger concept.

I saw the keywords "Shibuya" and "street." Are you targeting a younger age group in particular?

KobayashiAsics Tiger has always been a brand supported by sneakerheads, but I would like to see the brand worn by a wider range of people. Through this store, I would like to convey to customers the story and background of the brand. I hope it will be a starting point for disseminating the brand's concept and information.

Can you be more specific about the concept?

KobayashiThe sneakers are based on Asics' competitive sports shoes that were popular in the 80s and 90s, with modern designs and colors incorporated into them. Today's sneakers need to be not only cool, but also comfortable. In this regard, all ASICS Tiger sneakers are equipped with GEL, a shock-absorbing material. This cushioning material is used in shoes that look good on the street. We have received favorable feedback from people who have worn these shoes that they are easy to wear.

Sports" has been attracting attention worldwide in recent years as an important content not only in the fashion scene, but also in lifestyle. What do you think about this trend?

KobayashiRunning has become popular in Japan, and the base has expanded to include runners who enjoy running as well as runners who aim to set a record. Of course, we need to broaden our product lineup to reach all of these people. ASICS Tiger is a brand that proposes shoes for the street scene, but we offer a truly diverse lineup, including heritage models that follow past designs and new models that incorporate the latest functions and trends. We have a framework of "this is the way it has to be," but we want to be able to expand our target audience from there. In that sense, our mainstay models have been based on running shoes, but we are thinking of adding more basketball and tennis shoe models in the future.

So you are saying that there should be diversity in fashion as well.

KobayashiAsics has sports as its foundation, but I hope that ASICS Tiger will be able to create products that will appeal to people who do not play sports. Through this concept store, I hope that as many people as possible will come to understand and like the brand.

What is the purpose of having shoes on the first floor and apparel on the second floor of ASICS Tiger Shibuya?

KobayashiWe have not only shoes, but also a variety of apparel to go with them. Shoes are inevitably the first priority, but we have an assortment that can be totally coordinated, so we would like to propose a brand that can be expressed through the entire body. We pursue comfort in our apparel as much as in our shoes, focusing not only on design and color, but also on materials and silhouette.

Is there any particular part of the store that projects the brand's character?

KobayashiThe distinctive feature is the shoe wall made of marble, which is inspired by the pattern of a tiger. Also, I think it is easy for people to immerse themselves in the brand's worldview by displaying guardrails as a symbol of the street and using a concrete base for the interior. And we have used yellow, one of the brand's colors, throughout.

You mentioned earlier that you want to make it a place where concepts and information are disseminated.

KobayashiI am sure that the Shibuya location will attract a wide variety of people from Japan and abroad, so I am sure that there will be as many opinions as there are visitors. I think there is a lot to be gained from this, so I would like to provide a time for customers to sit on the sofa and relax, rather than just buying something and going home. I hope that our customers and staff will communicate with each other and give feedback to the brand and the store on what they want from ASICS Tiger.

I think ASICS Tiger Shibuya will be a great opportunity for more fans of ASICS Tiger.

Kobayashi: We will continue to actively develop collaborations with famous sneaker boutiques in Japan and abroad, and we have models and apparel that will be a hit with fashion-conscious people on standby, so please look forward to them.

The opening party was held on March 9 (Fri.), the day before the opening, and more people from the industry gathered than the venue could hold. DJ DIRTYKRATES a.k.a. ZEEBRA and live painting by graffiti artist TOMI-E enlivened the event with their street-oriented performances.

Before the reception, an installation paraded through the streets of Shibuya with high stacked sneaker boxes. On his feet, the "Gel Lite" series, released in advance to commemorate the opening, will be available at ASICS Tiger Harajuku, ASICS Tiger Osaka Shinsaibashi, and various sneaker stores starting Friday, March 16, 2012.