ASICS to spin off Onitsuka Tiger as demand booms for its retro trainers

Japanese sportswear retailer ASICS is looking to spin off its Onitsuka Tiger brand in order to speed up decision making as it embarks on a global expansion strategy to capitalise on the booming demand for its retro trainers, according to Reuters.

Other media reports suggest that the ASICS Corporation is transferring its Onitsuka Tiger business to a wholly owned subsidiary, OT Group, which was incorporated in February 2026 and is based in Tokyo, via a simplified absorption-type company split. The reorganisation would see OT Group serve as the global headquarters for the Onitsuka Tiger brand. The split is reportedly due to take effect on 1 January 2027.

ASICS posted a response to the reports on its website, reading:

"ASICS Corporation hereby announces that certain media outlets have reported on the potential separation of the Onitsuka Tiger business. This information has not been officially announced by the company. However, it is true that the company is considering this possibility."

Onitsuka Tiger, which was founded in 1949, is perhaps best known for its yellow and black trainers as worn by actress Uma Thurman in the 2003 hit film ‘Kill Bill’, a style and colourway that is once again back on trend.

The brand has been busy opening flagship stores in Europe and the US, an expansion that it will aim to speed up as it becomes ‌its own company and can fast track decisions more easily.

In May 2025, Onitsuka Tiger debuted its new red concept store at 14-18 Neal Street in London’s Covent Garden, the first of its kind in Europe, which added to its existing flagship store at 249-251 Regent Street.

The red concept store was originally launched in Japan in 2024 to mark the brand’s 75th anniversary. Designed by Studio Dini Cataldi, an architectural firm led by Filippo Dini and Gianluca Cataldi, the store is built around a concept that “merges the brand’s Japanese heritage with modern urban aesthetics”.

The ‘Mexico 66’ shoe took centre stage with a store exclusive, made in Japan, retailing for £295.

Raising the Japanese brand’s profile further, in September 2025 Italian fashion house Versace presented a new footwear collaboration with Onitsuka Tiger during its SS26 presentation at Milan Fashion Week.

It was the debut collection for Versace’s then new Chief Creative Officer, Dario Vitale, and the dual branded footwear focused on Onitsuka Tiger’s iconic ‘Tai-Chi’ shoe, crafted at the brand’s own factory in Japan, utilising carefully selected Italian materials.