Asics footwear’s ‘Onitsuka Tiger’ to venture into luxury market

Japanese footwear brand Onitsuka Tiger will reportedly become a separate company from its parent company, Asics corporation, on January 1, 2027. The move is part of a strategy to turn Onitsuka Tiger into a luxury fashion and lifestyle brand. 

The company hopes to benefit from the growing popularity of retro-style sneakers and increasing global interest in Japanese fashion and culture, as per reports.The separation will also help create a clear difference between the two brands.

While Asics will reportedly continue focusing on sports and performance products, Onitsuka Tiger will concentrate on fashion, lifestyle, and premium products. Both brands currently use a similar stripe design, but Onitsuka Tiger now wants to build a stronger identity of its own.

Founded in 1949, Onitsuka Tiger originally produced sports shoes. The brand gained worldwide attention in the early 2000s when its yellow-and-black sneakers appeared in Quentin Tarantino’s famous ‘Kill Bill’ films.

It reported nearly a 60% rise in profit last year and has become one of the most profitable businesses within the Asics group.

As part of its expansion plans, Onitsuka Tiger is preparing to return to the United States market, too, noted the reports. The company closed its physical stores in the country in 2023 because of differences in strategy between the brand and Asics.