Our last interview for the GENTEN project was with the man arguably closest to our Founder, Kihachiro Onitsuka. Before joining what was then called Onitsuka Corp, Yoshida-san served as one of the most senior members in the Japanese Athletics Association, working with Japan’s best athletes and coaches. In Japan, working directly under a high-ranking official is seen as an extreme honour, so Yoshida-san’s move from leading the JAA to working as Onitsuka-san’s executive assistant was in many ways a promotion.
Dapper, gregarious and energetic, Yoshida-san immediately lit-up the room when he arrived on our makeshift set at the Onitsuka Tiger Planning office in Tokyo’s Harajuku district. I can’t lie, I’m planning to steal his entire style, his Savile Row-tailored suit, Henry Poole suspenders, linen pocket square, and especially his pocket watch all blew me away. The man had style and carried himself like a classical gentleman at all times.
Yoshida-san's watch next to mine
Yoshida-san worked with ASICS and Onitsuka Tiger from 1969-2009 and in his 40 years of service, he got to see the greater part of the brand’s evolution as a high-perfomance, high-technology sports brand, and it’s rebirth as a sports fashion brand. At Mr. Onitsuka’s side during every business trip and major decision, there wasn’t much that he missed during his tenure. Amongst the standout stories from our talk was the development of the Kirimomi-sakusen philosophy. Literally “The Spinning Drill Tactic” this was an idea born when the Russian Olympic wrestling team refused to wear Onitsuka Tiger shoes because at the time, the company didn’t create any apparel or equipment to go along with their footwear. Under the guidance of Onitsuka-san—who was inspired by a nameless, but hilariously pronounced Italian fashion brand—the team began creating products with a laser-like focus that recalled the traditional kiri woodworking tool, which creates a pinpoint hole by being spun in place.
Mr. Onitsuka in the 80's
Yoshida-san’s energy vacillated throughout the day. At times he was thoughtful and reverent, as when he discussed Mr. Onitsuka’s leadership style and unique ability to adjust his internal clock to any time zone in a matter of minutes and at other times he was bubbly and giddy.
The Onitsuka Tiger Marathon Anthem
I’m not sure if it had to do with nerves, excitement or a mixture of both, but from the moment he stepped into the make-up chair, he started singing, and pretty much never stopped. Singing, not humming, not mumbling, but full-bodied singing, singing songs written to welcome tourists as they arrived at Japan’s major airports, traditional Japanese soul songs, and most important, the Onitsuka Tiger Marathon Anthem. The Marathon Anthem was written as a rallying call for runners before they began a marathon, that was sung in the 1970′s and 80′s across Japan. Yoshida-san was more than happy to give us his best rendition, and it was awesome.
This interview was bittersweet to say the least, while it was one of the more comfortable and fun parts of the process, it actually signalled the end of my project in Japan, which came with a heartbreaking realisation. Reflecting on the trip now, I’m extremely grateful for this opportunity, and at the same time, feel the burden of telling all of these stories in an honest way.
More photos below, and more to come.
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