Asics is spinning off its Onitsuka Tiger brand into a standalone company, according to a report from Inside Retail Asia. The move will see Onitsuka Tiger operations carved out and consolidated under a new entity, separating the heritage sneaker label from its parent company's portfolio.
The restructuring aims to sharpen strategic focus and unlock greater value for both brands. Asics, best known for performance running shoes, acquired Onitsuka Tiger in 1977, but the latter has built a distinct identity in fashion and lifestyle footwear over the decades. Analysts view the separation as a way to allow each brand to pursue more targeted growth strategies.
No timeline for the spin-off has been disclosed, but the move signals a broader trend among large sportswear groups to streamline portfolios and empower sub-brands with greater autonomy. Onitsuka Tiger, known for its classic Mexico 66 silhouette, has seen renewed popularity through collaborations and retro-style trends.