Arab News Japan

Japanese sports equipment company Asics has collaborated with Concepts to release their Concepts x Asics GEL-LYTE™ III OG “Otoro” shoe that launched on June 11th at 11am via cncpts.com and at Concepts Dubai.

“Otoro”, the most desirable and expensive cut of Japanese tuna, was initially discarded for its metallic taste. If not all out avoided, the tuna was either buried in the ground for 4 days in a process known as “shibi” or heavily marinated in soy sauce. pic.twitter.com/0BKq4QrsGF

— Concepts (@cncpts) June 8, 2021

Concepts Dubai gave customers the chance to acquire the shoe through a raffle and will announce results on June 12. 

The Otoro inspired shoe is part of Concepts’ 25th anniversary collaborative series, and is inspired by the world-famous Japanese Bluefin tuna, their official website states.

“Now synonymous with luxury, the rich coloration of “Otoro” is replicated across our latest Gel Lyte 3 through use of” suede in “a beautiful range of pink hues. The tools of sushi, particularly the stunning knives, are referenced by 3M hits to the shoe and typical accompaniments, like wasabi, are referenced through the secondary lace,” according to Concepts’ official website.

The shoes are priced at 675 AED (20,153 yen), and the hefty price tag is reflective of the luxuriousness attached to Japanese tuna and the surging demand for Otoro.

Concepts shared how “the allure of the Tuna’s extra-fatty belly, “Otoro,” makes it a must-have for those sushi-counter visitors that can afford it,” and highlighted how “Tuna King,” Kiyoshi Kimura, paid $3.1 million for the delicacy, reiterating the fish’s popularity.

Demand for Bluefin tuna has resulted in overfishing, consequently leading to a scarcity of the fish. So much so, that the Bluefin tuna is now considered endangered, according to National Geographic.

Concepts’ and Asics’ collaboration honours the rare fish by capturing the unique colouring of the underbelly that looks good enough to eat.