Japanese sportswear giant Asics has announced plans to spin off its iconic Onitsuka Tiger brand into a dedicated global subsidiary, marking one of the biggest moves in Japanese fashion and footwear this decade. The decision, approved by Asics’s board of directors on June 10, 2026, will transfer the nearly 80-year-old brand to OT GROUP Corporation through an absorption-type company split, with completion targeted for January 1, 2027.
Why Asics Is Spinning Off Onitsuka Tiger
Onitsuka Tiger has experienced explosive growth in recent years, driven by the global resurgence of retro sneakers and Japan’s tourism boom. In the first quarter of 2026 alone, net sales surged 34% year-on-year to ¥37.8 billion (approximately 36 million). The brand’s profit margin reached nearly 38% in 2025, making it the highest-performing category among Asics’s five core business segments.
Asics CEO Yasuhito Hirota stated that transitioning Onitsuka Tiger to a more independent operating structure will enable faster decision-making and sharper strategic focus. The brand’s luxury lifestyle positioning requires a different approach from Asics’s core performance sportswear lines, and the spin-off will allow each brand to pursue its distinct vision more effectively.
A Brand with Pop Culture Legacy
Onitsuka Tiger first captured global attention when Uma Thurman wore the brand’s iconic yellow-and-black Tai-Chi sneakers in Quentin Tarantino’s Kill Bill films. Founded by Kihachiro Onitsuka in 1949 as a sports shoe company, the brand was revitalized as a fashion label in 2002 and has since evolved into a globally recognized lifestyle brand that blends Japanese heritage with contemporary design.
In 2025, the brand achieved ¥136.5 billion in sales, fuelled by strong demand in Europe, inbound tourism to Japan, and a weaker yen. Onitsuka Tiger has also tapped into the K-pop craze, naming Momo from TWICE as its brand ambassador in 2022.
New Flagship Stores and Global Expansion
OT GROUP CEO Ryoji Shoda revealed ambitious expansion plans. A flagship store in Tokyo’s bustling Shinjuku district will open on July 10, 2026, followed by another in Nagoya in August. By September, flagship stores in Shanghai, Milan, and Seoul are also in the pipeline. In February 2027, Onitsuka Tiger will re-enter the U.S. market with a flagship store in Los Angeles — a significant move after the brand closed its North American retail locations in 2023.
Shoda noted that the earlier U.S. withdrawal was partly due to strategic conflicts between Asics America and Onitsuka Tiger’s fashion-focused management. The spin-off will allow the brand to manage global operations directly from Japan with a unified vision.
What This Means for Fans and Fashion Enthusiasts
For fans of the brand, the spin-off signals an exciting new chapter. With independent leadership, Onitsuka Tiger is expected to accelerate its product releases, expand its lifestyle collections, and deepen its presence in the fashion world. The brand’s iconic retro sneakers have long been a staple of streetwear culture, making them a favorite subject for custom apparel and graphic t-shirt designs.
As the Onitsuka Tiger brand prepares to roar on its own, sneakerheads and fashion lovers alike have plenty to look forward to. Whether you are a long-time collector or new to the brand, this is a landmark moment in Japanese fashion history.