politics

Asics to spin off Onitsuka Tiger for enhanced operational independence

10 Haziran 2026Japan Times

Asics has announced plans to spin off its iconic shoe brand, Onitsuka Tiger, into a more independent operating structure. This move is aimed at enhancing decision-making speed and agility for the 77-year-old brand.
By doing so, Asics hopes to better respond to market trends and consumer demands.
Onitsuka Tiger has a rich history and a loyal customer base, making it a valuable asset for Asics. The brand's unique identity and heritage in the sportswear market could be better leveraged in an independent structure, allowing for more targeted marketing and product development.
The decision to spin off Onitsuka Tiger reflects a strategic shift in how Asics approaches its brand management. By allowing Onitsuka Tiger to operate independently, Asics may be positioning itself to capitalize on the growing trend of retro and lifestyle footwear, which has seen a resurgence in popularity.

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This article is based on information available as of October 2023 and may not reflect subsequent developments.