Japanese footwear giant Asics Corp announced plans to spin off its high-end sneaker brand, Onitsuka Tiger, into a wholly owned subsidiary named OT Group Corp. The move is intended to enhance the brand's competitiveness, accelerate decision-making, and drive further growth, according to statements made by Ryoji Shoda, the current head of Onitsuka Tiger, who will become president of the new company [1].
Onitsuka Tiger has experienced significant sales growth, with 2025 sales totaling 136.52 billion yen ($850 million), representing a 43 percent increase from the previous year. This surge has been attributed in part to strong demand from foreign tourists [1]. The brand is recognized for its design and comfortable fit, factors that have contributed to its rising popularity and expansion.
The company is also pursuing aggressive global expansion strategies. Onitsuka Tiger operates large-scale stores in major cities worldwide and is set to open its largest flagship store in Tokyo's Shinjuku district next month. Additionally, the brand plans to re-enter the U.S. market in February 2027, after previously closing its directly operated stores there. In January, a dedicated Onitsuka Tiger factory was opened in Tottori Prefecture, western Japan, to support this growth [1].
Ryoji Shoda emphasized the company's ambition to create a brand that will be 'long loved by our customers around the world,' highlighting the forward-looking vision for Onitsuka Tiger under the new structure [1].
CONCLUSION
Asics' decision to spin off Onitsuka Tiger reflects the brand's robust sales growth and global ambitions. The restructuring is expected to enhance competitiveness and support further expansion, particularly with the planned re-entry into the U.S. market and the opening of a new flagship store in Tokyo. Market sentiment appears positive, driven by strong performance and strategic initiatives.