Onitsuka Tiger breaks from Asics, targets luxury push in 2027
What's next: The brand plans a Los Angeles store in February 2027 as it tests a renewed US expansion.
Onitsuka Tiger is preparing to split from parent Asics on Jan. 1 and reposition itself as a luxury label built beyond the shared stripe branding that long linked the two companies. The 77-year-old Japanese sneaker maker is betting on demand for retro styles, tourism to Japan and a weaker yen to support the shift. The business has become one of Asics' top profit drivers, posting nearly 60% profit growth last year and margins of about 38%, trailing only the company's performance running unit. Asics will stay focused on sports, while Onitsuka Tiger moves deeper into fashion. The brand also plans to reopen its US physical presence with a Los Angeles store in February 2027 after shutting stores there in 2023.