Onitsuka Tiger is looking at life beyond its famous stripes as the footwear brand prepares to transform into a luxury lifestyle label distinct from Asics.
The 77-year-old sneaker-maker is set to be spun off from parent Asics on Jan. 1 to capitalize on a resurgence in interest for retro aesthetics and Japanese style. The move is also aimed at distinguishing the brands, which currently share the iconic stripe motif: Asics will specialize in sports and Onitsuka Tiger will concentrate on fashion and lifestyle.
¡°For the past decade or so, we¡¯ve believed that we needed to become a brand that can sell, even without the stripes,¡± said Ryoji Shoda, CEO of OT Group, the wholly owned subsidiary that will absorb the Onitsuka Tiger business. ¡°Otherwise, it starts to feel like we are selling because of our affinity with Asics.¡±
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