Core Viewpoint - The article discusses the resurgence of the Onitsuka Tiger brand, particularly its Mexico 66 model, which has transformed from a niche product to a mainstream favorite among various demographics, especially middle-aged women in China, while also maintaining its appeal among younger "mixed" individuals [11][61][132]. Group 1: Brand Transformation - Onitsuka Tiger, once reliant on outlet sales, has now become a trendy choice, particularly the Mexico 66 model, which has seen price increases from around 500-600 RMB to over 800 RMB, with some limited colors exceeding 1000 RMB [12][14]. - The brand's global sales have increased by over 50% year-on-year, with a significant portion of sales coming from China [14]. Group 2: Demographic Appeal - The brand has successfully appealed to two distinct groups: the younger "mixed" individuals who embrace a unique aesthetic and middle-aged women seeking comfort and style [61][132]. - The Mexico 66 model is seen as a versatile choice, suitable for various occasions, from casual outings to more formal settings, making it a staple in many wardrobes [56][109]. Group 3: Market Trends - The article highlights a broader trend of thin-soled shoes gaining popularity as consumers move away from overly cushioned footwear, which has been criticized for causing discomfort over time [63][95]. - Onitsuka Tiger's minimalist design contrasts with the trend of thick-soled shoes, appealing to consumers looking for comfort without excessive technology [95][132]. Group 4: Cultural Significance - The brand's resurgence is tied to a cultural shift where comfort and understated style are prioritized over ostentation, resonating with consumers who prefer a more relaxed approach to fashion [132][135]. - Onitsuka Tiger's history and legacy as a brand founded in 1949 contribute to its appeal, as consumers appreciate its retro aesthetic and authenticity [118][120].