Growing heat at the Onitsuka Tiger brand gave it the spotlight at Asics’ 2025 Investment Day, as a retooling of branding, go-to-market strategy and management structure has been fueling consistent double-digit gains. The brand is now being positioned in the luxury lifestyle space to differentiate it from Asics’ performance-based heritage. Management has shifted from a regional model, now concentrating leadership in an HQ-led structure focused on direct-to-consumer sales with a push for full-price selling. A reentry into the U.S. market is slated for around 2027.

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