Onitsuka Tiger is separating from its longtime parent company Asics and stepping out as an independent brand, with new leadership laying out a distinct vision for where the label goes next.
OT Group President and CEO Ryoji Shoda sat down with Bloomberg News in Tokyo to discuss the move. According to Bloomberg, Shoda explained his plans for the brand going forward following the spinoff from Asics.
Onitsuka Tiger has roots that stretch back decades as a Japanese footwear and lifestyle brand. The label was part of the foundation that eventually became Asics, but the two have operated as distinct identities for years. The formal spinoff marks a more complete separation, giving Onitsuka Tiger room to chart its own course in the global fashion and sportswear market.
Shoda's interview did not detail a specific timeline for next steps, but his appearance in Tokyo signaled that the new OT Group structure is moving forward with leadership in place. The brand has maintained a strong following in fashion-forward markets, particularly in Europe and Asia, where its retro aesthetic and Japanese heritage have drawn a loyal customer base.
The split from Asics gives Onitsuka Tiger the ability to make decisions independently on design, marketing, and retail strategy without operating under the umbrella of a larger athletic brand with different priorities. Asics has focused heavily in recent years on performance running and athletic footwear, while Onitsuka Tiger has leaned into lifestyle and fashion positioning.
Shoda's stated goal is to bring Onitsuka Tiger's mark as an independent brand, separate from Asics. How the brand executes that vision across global markets will be a key question as OT Group begins operating on its own footing.
