Japanese retro sneakers become a sales phenomenon, help Asics achieve record profits, and gain their own operation to target Los Angeles, Milan, and Seoul.

Written by Viviane Alves

Published on 10/06/2026 at 21:22

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Onitsuka Tiger will start operating through the OT Group from January, after growth driven by demand for its models and the advancement of tourism.

A strategic change of great impact was announced by Asics this Wednesday, June 10, 2026, involving one of its most famous brands in the international sneaker market.

The Onitsuka Tiger, known for its retro-inspired models that have gained popularity in recent years, will start operating through its own company from January 1, 2027.

The new company will be called OT Group, although it will remain fully owned by Asics.

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New operation seeks more autonomy for Onitsuka Tiger

The creation of the OT Group marks a new phase for Onitsuka Tiger within the global structure of Asics.

As the company reported, the administrative separation aims to make management faster, more direct, and efficient.

This move occurs at a time of strong brand expansion, which has become increasingly relevant in the results of the Japanese sports goods manufacturer.

In the last four years, Asics’ shares have appreciated about seven times.

As a result, the company’s market value reached approximately US$ 20 billion.

Retro sneakers boost Asics’ record profits

The rise of Onitsuka Tiger helped Asics achieve record profits.

The brand gained space especially among consumers interested in classic-looking models, linked to both the fashion and sports worlds.

Additionally, the growth of tourism increased the flow of consumers in strategic markets.

This scenario strengthened sales and increased the international visibility of the Japanese brand.

According to analysts cited by Reuters, the separation could facilitate the management of a rapidly growing business.

Divergence over fashion and sports influenced the change

The new CEO of OT Group, Ryoji Shoda, stated that the change should also help the brand resume its expansion in the United States.

According to him, there were disagreements between the Asics and Onitsuka Tiger teams about the brand’s positioning.

The main discussion involved how Onitsuka Tiger should be presented to the market.

On one side, there was a view more linked to sports.

On the other, there was a strategy closer to fashion.

Global expansion includes Los Angeles, Tokyo, and Milan

As part of the new phase, Onitsuka Tiger will open a store in Los Angeles in February.

The company also plans to open new units in Tokyo, Nagoya, Shanghai, Milan, and Seoul in the coming months.

The strategy indicates an attempt to expand the brand’s international presence in important centers of consumption, fashion, and tourism.

At the same time, Asics will maintain full control of the operation, preserving the connection with the Japanese brand.

What changes for the Japanese brand?

The main change is in management autonomy.

With the OT Group, Onitsuka Tiger will have its own structure to accelerate business decisions, define strategies, and advance in international markets.

Even so, the brand will not cease to be part of Asics.

In this way, the Japanese company tries to balance operational independence with corporate control.

The move shows how a retro sneaker brand can become a strategic piece within a global sports group.

Do you think Onitsuka Tiger should focus more on the fashion market or reinforce its identity linked to sports? Leave your opinion!

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Japanese retro sneakers become a sales phenomenon, help Asics achieve record profits, and gain their own operation to target Los Angeles, Milan, and Seoul.

Onitsuka Tiger will start operating through the OT Group from January, after growth driven by demand for its models and the advancement of tourism.

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Japanese retro sneakers become a sales phenomenon, help Asics achieve record profits, and gain their own operation to target Los Angeles, Milan, and Seoul.

Onitsuka Tiger will start operating through the OT Group from January, after growth driven by demand for its models and the advancement of tourism.

New operation seeks more autonomy for Onitsuka Tiger

Retro sneakers boost Asics’ record profits

Divergence over fashion and sports influenced the change

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Global expansion includes Los Angeles, Tokyo, and Milan

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A giant brown band visible from space, approximately 8,850 kilometers long, connected Africa to America in the Atlantic Ocean, and satellites revealed that it is neither land nor pollution, but the largest accumulation of seaweed in the world, which broke records in 2025.

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