Will Onitsuka Tiger's Mexico 66 Still Be Trending in 2026? The Data Says Yes
A viral TikTok calls it the 'best sneaker to eye in 2026.' With 50% sales growth and Gen Z obsession, here's our verdict.
A viral TikTok from Madrid is calling the Onitsuka Tiger Mexico 66 “the best sneaker to eye in 2026.” Is this premature hype, or is there real momentum behind the 58-year-old silhouette? We looked at the numbers.
When fashion account @whatwomenwear posted a street style video featuring the Onitsuka Tiger Mexico 66 in late January, the engagement told a story: 40,000+ likes, nearly 7,000 saves, and a caption declaring the sneaker is “officially taking over the streets of Madrid.”
The prediction? This is the sneaker to watch in 2026.
Our take: They’re right—but the trend is already here, and the data backs it up.
The Numbers Don’t Lie
Onitsuka Tiger, the premium heritage brand owned by ASICS Corporation, has been on a tear that most sneaker brands would envy.
For the first half of 2025, the brand reported net sales of nearly ¥66 billion ($434 million)—a 50% increase from the same period in 2024. That followed a 61% jump in the first half of 2024. The brand now expects to hit ¥120 billion in total 2025 revenue, which would be a company record.
To put that in perspective: while Nike struggled with inventory issues and Adidas rode the Samba wave to recovery, Onitsuka Tiger quietly became one of the fastest-growing footwear brands in the world.
| Period | Net Sales (¥B) | YoY Growth |
|---|---|---|
| H1 2024 | ~¥44B | +61% |
| H1 2025 | ¥66B ($434M) | +50% |
| FY 2025 (projected) | ¥120B | Record |
Why Gen Z Can’t Get Enough
The Mexico 66 checks every box for what Gen Z wants in 2026:
1. Vintage aesthetics without trying too hard. The silhouette dates to 1966 (hence the name), but it reads as effortlessly retro rather than costume-y. It’s the anti-chunky sneaker.
2. Quiet branding. The Tiger stripes are distinctive but subtle—no oversized logos, no “look at me” energy. It fits the quiet luxury moment perfectly.
3. Endorsement through culture, not campaigns. The Mexico 66 has appeared on everyone from Uma Thurman in Kill Bill to street style photographers in Tokyo, Seoul, and now Madrid. ASICS reports growth driven largely by “high-profile social media endorsements” rather than traditional advertising.
4. Reasonable price point. At $100-$150 for most colorways, it undercuts luxury sneakers while still feeling elevated.
The Samba Effect—But Quieter
Sound familiar? The trajectory mirrors what happened with the Adidas Samba, which went from soccer sideline staple to Instagram uniform between 2022 and 2024. Vogue Business explicitly drew the comparison, noting the Mexico 66 “benefited like the Adidas Samba and the Puma Speedcat” from the retro sneaker resurgence.
The difference: the Mexico 66 trend has been building slower and steadier. While Samba peaked fast and is now showing signs of saturation, Onitsuka Tiger has methodically expanded its audience from Asia (where the brand has always been strong) to Europe and North America.
The Madrid TikTok isn’t announcing something new—it’s documenting the trend finally landing in Western street style consciousness.
The Risk: Ubiquity
British GQ put it bluntly in May 2025: “The retro sneaker trend won’t last forever—nothing does—but for now, Onitsuka Tiger is taking full advantage.”
If there’s a bear case, it’s this: the same visibility driving growth could eventually trigger the backlash cycle that hits every hyped sneaker. When something becomes too popular, the early adopters move on.
But we’re not there yet. The Mexico 66 lacks the in-your-face saturation of peak Samba or Golden Goose. Most people outside fashion circles still don’t know what it is—which, ironically, is exactly what keeps it cool.
Our Verdict
Yes, the Onitsuka Tiger Mexico 66 will be trending in 2026. In fact, it already is.
The financials confirm sustained demand. The cultural positioning is ideal for the current market. And the slow-burn nature of its rise suggests it has more room to run than sneakers that peak quickly and crash.
If you’re buying: the classic white/blue colorway and cream/black variations are the most versatile. The slip-on version (Mexico 66 SD) is gaining traction for the convenience factor.
If you’re watching from the industry side: this is what organic growth looks like in the post-hype era. No Travis Scott collaboration needed—just a good shoe, patient brand-building, and the algorithm doing the rest.
The retro sneaker wars continue. For more on how heritage silhouettes are reshaping the market, see our analysis of quiet luxury’s impact on sneaker culture.
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