ASICS to spin off Onitsuka Tiger into standalone business

ASICS is giving Onitsuka Tiger greater independence as the Japanese sportswear giant moves to spin off the fast-growing brand into a standalone business structure from January 2027.

The company said in a statement that its Onitsuka Tiger business will be transferred to a wholly owned subsidiary, OT GROUP Corporation, through an absorption-type company split. The move is scheduled to take effect on 1 January 2027, subject to the completion of the restructuring process.

According to ASICS, the reorganisation comes as Onitsuka Tiger continues to experience accelerated global growth, driven by expanding international operations and rising brand recognition.

Originally rooted in sports footwear, Onitsuka Tiger has spent recent years positioning itself as a luxury lifestyle brand, expanding its network of directly operated stores and strengthening its presence in fashion and lifestyle markets worldwide.

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Through the new structure, OT GROUP will become the global headquarters overseeing the Onitsuka Tiger business. The group will manage a network of subsidiaries responsible for functions including sales, manufacturing and regional operations.

The company said the shift to a more independent operating model is expected to enable faster decision-making and allow the brand to build competitiveness tailored to its unique positioning.

At the same time, ASICS said the restructuring will improve governance across the broader group, increase visibility into business performance by segment and clarify management accountability.

The move reflects the growing scale of Onitsuka Tiger's operations. According to ASICS, the brand is currently sold in approximately 160 countries and regions, supported by around 190 directly operated stores globally and a workforce of about 2,800 employees.

The newly established OT GROUP was incorporated in February 2026 and is led by president and CEO Ryoji Shoda. While operating independently, the company will remain fully owned by ASICS.

Under its new structure, OT GROUP will continue to focus on the Onitsuka Tiger brand, guided by its philosophy of "Awaken the Senses" and its principle of "Discover the Difference".

ASICS added that the ultimate goal of the reorganisation is to further enhance Onitsuka Tiger's brand value, support sustainable growth and strengthen the overall corporate value of the ASICS Group.

The company expects the transfer agreement to be finalised in October 2026, ahead of the planned January 2027 implementation date.

Over the past year, several high-growth brands have also been spun off from their parent companies as they entered new phases of expansion.

In September 2025, Kraft Heinz carved itself into two independent public companies, “Global Taste Elevation Co.” and “North American Grocery Co.” through a tax-free spin-off. The move was designed to sharpen focus on brand growth and unlock fresh value across a portfolio of some of the world’s most recognisable food names.

In April this year, Unilever split a part of its global foods business in a US$44.8 billion deal with spice giant McCormick, creating a new flavour-focused company while turning Unilever into a far more single‑minded beauty and home care player.

Meanwhile, the Magnum Ice Cream Company (TMICC) became a standalone, publicly listed company following its planned demerger from Unilever. The separation, which was completed by mid-November 2025, saw the ice cream company's shares traded in Amsterdam, London and New York.

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