ROOTS – The history of Onitsuka Tiger

In the summer of 2011, ASICS employee Mutaurwa Mapondera embarked on a pilgrimage to Kobe, seeking to understand the company’s vision and origins and how they influence it today. The result is a captivating series of three videos, recounting the story of Onitsuka Tiger’s beginnings. This series is known as the GENTEN project, with GENTEN meaning “origin” or “first steps” in Japanese.This is the firts video, which focus on the relationship between the brand and the city as a way of giving something back to the city that has nurtured it for so long. Stay tuned for episodes 2 and 3 coming in 2012.

In the summer of 2011, ASICS employee Mutaurwa Mapondera embarked on a pilgrimage to Kobe, seeking to understand the company’s vision and origins and how they influence it today. The result is a captivating series of three videos, recounting the story of Onitsuka Tiger’s beginnings. This series is known as the GENTEN project, with GENTEN meaning “origin” or “first steps” in Japanese.This is the firts video, which focus on the relationship between the brand and the city as a way of giving something back to the city that has nurtured it for so long. Stay tuned for episodes 2 and 3 coming in 2012.

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