Toast Events gears up to launch Japanese footwear brand Onitsuka Tiger in Mumbai’s Palladium Mall today. This will be the flagship store of the brand following which it plans to open stores in multi cities across the country.

In the past Toast Events has worked with brands like Puma, Sephora, Crocs and Benetton and considers the Onitsuka account a major win.

Onitsuka Tiger is the lifestyle brand of ASICS, which is an acronym for “Anima Sana in Corpore Sano” or “A Healthy Soul in a Healthy Body.” Its most famous shoe continues to be the striped Mexico 66.

While the origin of Onitsuka shoe can be traced back to 1949, the brand was taken over by Asics in 1977. Asics entered India in 2015 and has been in expansion mode since. The introduction of standalone Onitsuka Tiger stores is part of this strategy to capture market share in India. Toast has previously worked with Asics India for its store-launches and ‘meet & greet’ events.

Mumbai headquartered Toast Events, launched in April of 2015,is a marketing and entertainment company that caters to fashion, luxury and lifestyle brands.