Key facts
- ASICS has opened a new R&D center at the University of Michigan.
- The brand is focusing on high-performance running shoes to regain market share.
- Onitsuka Tiger will spin off from ASICS on January 1, 2027.
- Onitsuka Tiger plans to open a new store in Los Angeles in February 2027.
- Onitsuka Tiger reported a 60% profit surge last year.
Japanese sportswear maker ASICS is making a comeback in the U.S. market, focusing on high-performance running shoes and opening a new research and development center at the University of Michigan. This strategic move aims to challenge the dominance of American giant Nike. Meanwhile, ASICS's subsidiary, Onitsuka Tiger, is set to spin off on January 1, 2027, to establish itself as a distinct luxury lifestyle brand. Onitsuka Tiger, which reported a nearly 60% profit surge last year, plans to open a flagship store in Los Angeles in February 2027 as part of its strategy to rebuild its physical presence and maintain a premium image.