Onitsuka Tiger’s Jakarta Store Shows How Trainers Have Run

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At what point did ‘trainers’ morph from being things that you wore for knocking around in and wore occasionally for sport, to design-led objects of desire? 

To an extent, the transition can be laid at the doors of the brands and retailers, both of which conspired to place the footwear in the kind of environments where they would be treated rather more as precious objects than workaday athletic(ish) shoes.

The newly opened Onitsuka Tiger flagship in Jakarta is a case in point. Housed in the glossy Plaza Indonesia, the 125 sq m store is a thing of marble, steel shelving and a latticed wood front. The perimeter shelving is contained within brightly backlit niches and the stock itself is displayed in a manner similar to museum exhibits. The mid-shop has a few garments hanging from suspended rails and there are hot pink, round seats for those who weary of it all to take a break.

All of which shows just how far the trainer has come in a relatively short period of time.