Onitsuka Tiger, the 77-year-old sneaker maker, will be spun off from its parent company Asics on January 1, 2027, to become an independent luxury lifestyle label distinct from Asics’ sports footwear business [1, 2]. The move aims to capitalize on renewed interest in retro aesthetics and Japanese style by positioning Onitsuka Tiger away from Asics’ core performance running segment [1, 2].
Founded in 1949, Onitsuka Tiger originally focused on sports shoes and gained wider recognition in the early 2000s when its sneakers were featured in Quentin Tarantino’s Kill Bill films [1, 2]. Last year, Onitsuka Tiger reported a near 60% profit surge with margins around 38%, making it second only to Asics’ performance running segment in profitability [1, 2].
After closing its physical stores in the U.S. in 2023 due to strategic differences with Asics, Onitsuka Tiger plans to reopen with a single large flagship store in Los Angeles in February 2027 as a test of market demand [1, 2]. The brand’s CEO, Ryoji Shoda, emphasized the importance of building a premium footwear image independent of Asics’ iconic stripes, saying, "For the past decade or so, we have believed that we needed to become a brand that can sell, even without the stripes. Otherwise, it starts to feel like we are selling because of our affinity with Asics" [1].
Shoda also explained the U.S. expansion approach, stating, "For the first year, we plan to operate solely with the Los Angeles store. In America, the business of opening many stores and taking sales through store expansion is becoming somewhat out of trend. Rather than that, I think it is more important to have one very large store that clearly communicates the brand’s direction" [2]. This reflects a strategic shift toward fewer but larger stores that clearly define the brand’s luxury lifestyle positioning.
Onitsuka Tiger’s separation from Asics is scheduled for January 1, 2027, followed by the flagship store launch in Los Angeles a month later in February 2027 [1, 2].
