In a strategic move to bolster its global standing, Asics Corporation has announced plans to bifurcate its Onitsuka Tiger business into an independent, wholly owned subsidiary, effective from January 1. This segment will transition to a newly conceived entity, OT Group Corp, through a company division. While Onitsuka Tiger will be afforded greater independence, it will simultaneously remain an integral part of the Asics Group.
This decision stems from the consistent, robust growth exhibited by Onitsuka Tiger, underpinned by its upscale positioning, international proliferation, and product development exploration. As a core element of Asics’ internal organizational structure, the brand has prioritized broadening its lattice of directly operated stores while reinforcing its status as a luxury lifestyle brand.
Asics asserts that this restructured arrangement is set to facilitate expeditious decision-making and an adaptive response to fluctuating market conditions and consumer predilections. Concurrently, it will augment the brand’s worth and competitive edge in the international fashion and lifestyle sphere.
Onitsuka Tiger, originally established as a sports shoe brand by Kihachiro Onitsuka in 1949, was rejuvenated as a fashion label in 2002. Since its revival, it has metamorphosed into a globally recognized lifestyle brand, seamlessly marrying Japanese tradition with contemporary design elements.
**What is the primary reason for Asics splitting the Onitsuka Tiger business?**
Asics is aiming to boost the brand’s global competitiveness by enabling faster decision-making, improving its response to changing market conditions and consumer trends, and enhancing its value and competitiveness.
**How does Asics plan on maintaining its relationship with Onitsuka Tiger post-split?**
The Onitsuka Tiger brand will operate as an independent, wholly owned subsidiary under the newly formed OT Group Corp but will continue to be a part of the Asics Group.
**What has been the trajectory of the Onitsuka Tiger brand since its inception?**
Onitsuka Tiger was initially a sports shoe brand founded in 1949. In 2002, it was resurrected as a fashion label and has since evolved into a global lifestyle brand that artfully blends Japanese heritage with modern design.
