When a brand carries more than seventy years of legacy, the challenge isn’t only to grow; it’s to evolve while staying true to its roots. Onitsuka Tiger, the Japanese footwear icon, has done just that. Once born on the basketball courts of Kobe, today it’s a global lifestyle brand that blends heritage craftsmanship with contemporary design. And in Europe, its recent e-commerce success story stands as a model for how legacy and innovation can go hand in hand.
At the 2025 Cross-Border Magazine Awards, Onitsuka Tiger was recognised for its rapid cross-border growth in Europe. A milestone made possible through their European partnership with Salesupply.
A legacy reimagined
Founded in 1949 by Kihachiro Onitsuka, Onitsuka Tiger was born from a mission: to rebuild post-war Japan’s spirit through sport. The brand quickly became known for innovation, like its “octopus shoe”, featuring a suction-cup-inspired sole that offered unprecedented grip on the court.
In 1977, the company merged into what became ASICS, and for a time, the tiger stripes faded from view.
But fashion loves a comeback. In 2002, Onitsuka Tiger was revived as a retro-inspired lifestyle brand, perfectly positioned to ride Europe’s growing appetite for vintage and heritage trainers. What began as a nostalgic revival soon turned into a sustained global phenomenon, with Onitsuka Tiger now celebrated for its premium craftsmanship, modern aesthetics, and cultural authenticity.
Crossing borders with precision
As Onitsuka Tiger’s European presence grew, so did its operational complexity. Scaling across multiple markets meant managing not only logistics and marketing but also delivering a seamless customer experience that felt truly local in every country.
That’s where Salesupply came in.
“To maintain our premium brand experience while scaling across borders, we needed a partner who could combine local expertise with international scalability,” explains Cherish Bödeker, General Manager EMEA at Onitsuka Tiger. “Without the scalability of Salesupply, this would never have been possible.”
Salesupply now provides Onitsuka Tiger with native-speaking customer service across 15 European countries, ensuring that every shopper, from Stockholm to Seville, receives the same level of personalised, culturally attuned support.
This collaboration goes beyond standard customer care. Together, Onitsuka Tiger and Salesupply have built a unified, customer-centric foundation that reflects the brand’s values; precision, respect, and authenticity, across every interaction.
Scaling with the customer at heart
For Onitsuka Tiger, customer service is more than an operational function; it’s an extension of the brand’s craftsmanship. Every email, call, or chat is a chance to reinforce trust and connection with the customer.
At Salesupply, that mindset is shared. “We’re especially proud to be Onitsuka Tiger’s trusted partner,” says Hans Siebum, Managing Director at Salesupply. “Providing native customer service in 15 countries allows us to mirror their attention to detail, creating a seamless cross-border experience without losing sight of what matters most: the customer.”
The results speak for themselves. Onitsuka Tiger’s e-commerce growth in Europe has accelerated rapidly, supported by Salesupply’s scalable infrastructure and multilingual teams. Together, they’ve crafted a model for sustainable cross-border expansion – one that prioritises local authenticity within a global framework.
One team, one vision
The partnership’s strength lies in its shared philosophy. Onitsuka Tiger’s digital team and Salesupply’s customer experience experts work hand in hand to ensure every market operates with the same excellence.
“Thank you Salesupply and Cross-Border Magazine for the recognition. We’re truly honoured!” says Bödeker. “We couldn’t have done this alone; thanks to our incredible digital team and our strong partnership, we’ve reached this milestone together. Proud of what we’ve accomplished as one team!”
That “one team” mentality – blending a storied Japanese brand’s heritage with European expertise and a customer-first approach – has become the foundation for Onitsuka Tiger’s ongoing success story.
Looking ahead
As Onitsuka Tiger continues to grow its e-commerce footprint, the focus remains on combining innovation with tradition. From its early mission to uplift post-war Japan to its modern role as a symbol of global lifestyle culture, the brand has always understood that true progress is rooted in connection.
With Salesupply as a strategic partner, Onitsuka Tiger has proven that scaling internationally doesn’t mean losing identity, it means amplifying it through local relevance, one customer conversation at a time.
For both companies, the journey continues with shared ambitions, mutual respect, and the tiger spirit leading the way.
