ASICS to Transform Onitsuka Tiger into Independent Luxury Lifestyle Brand by 2027

ASICS is set to redefine the future of its Onitsuka Tiger brand through a strategic spin-off, establishing it as an independent entity by 2027. This move is designed to amplify the brand's unique identity and capitalize on its accelerated global growth within the luxury lifestyle sector.

Unleashing Autonomy: Onitsuka Tiger's Bold New Chapter

Strategic Reorganization for Enhanced Brand Value and Growth

ASICS has officially sanctioned a simplified absorption-type company split, which will see the Onitsuka Tiger operations transition into a dedicated, wholly-owned subsidiary named OT GROUP Corporation. This pivotal reorganisation is slated to take effect on January 1, 2027, marking a new era for the iconic brand.

Onitsuka Tiger's Ascendance: A Trajectory of Global Expansion

This decision is a direct response to Onitsuka Tiger's impressive trajectory of growth, fueled by its burgeoning international presence and increasing brand recognition. ASICS highlights the brand's successful strategy of expanding its network of directly operated stores and its effective positioning as a premier luxury lifestyle brand.

Empowering Independence: A New Operational Framework

The reorganisation will endow the Onitsuka Tiger business with a more autonomous operational structure. This includes placing regional subsidiaries, which oversee critical functions such as sales and manufacturing, directly under the purview of the new entity, OT GROUP Corporation.

Accelerating Agility: Streamlined Decision-Making and Competitiveness

The shift towards an independent operating model is anticipated to facilitate swifter decision-making processes and cultivate enhanced competitiveness, uniquely tailored to Onitsuka Tiger's distinct brand characteristics. Furthermore, this move is expected to bolster the ASICS Group's overall governance framework, providing clearer visibility into segment-specific business performance and reinforcing management accountability.

Vision for the Future: Elevating Brand Value and Sustainable Growth

The Japanese sportswear giant articulated its overarching goal for these strategic initiatives: to significantly augment the brand equity of Onitsuka Tiger, ensure sustained business expansion, and ultimately elevate the comprehensive corporate value of the ASICS Group.

OT GROUP Corporation: The New Global Hub for Luxury Lifestyle

Established in February 2026, OT GROUP Corporation is a fully-owned subsidiary of ASICS. It is strategically positioned to serve as the global headquarters for the luxury lifestyle business, with the Onitsuka Tiger brand at its core.

Minimal Financial Impact: An Internal Reorganisation

ASICS has indicated that this transaction, being an internal reorganisation between the parent company and a consolidated subsidiary, is projected to have only a negligible effect on its consolidated financial results.

Shareholder Approval: The Final Step

The completion of this company split is contingent upon approval from OT GROUP's shareholders, with a meeting scheduled for November 16, 2026, to finalize the decision.