ASICS Corporation announced plans to reestablish physical retail presence for its Onitsuka Tiger brand in North America as early as 2027, marking a strategic reversal after shuttering U.S. stores just two years ago.
The Japanese sportswear maker cited strong performance in Asia and Europe as justification for the renewed push into a market where it has historically struggled to match its overseas success. Onitsuka Tiger recorded net sales of approximately ¥100 billion ($637 million) in 2024, with sales jumping 58.3% and achieving a 34% profit margin – the company’s most profitable category.
However, the announcement raises questions about timing and market readiness. ASICS closed its North American Onitsuka Tiger stores in 2023, retreating to cross-border e-commerce sales from Japan. The company has acknowledged that “in North America and Japan, ASICS has not been able to establish a brand position as strong as it has in Europe and other regions.”
The luxury sneaker brand has benefited from the retro footwear trend, particularly its Mexico 66 silhouette. Yet ASICS’ broader North American operations have shown volatility, with the company projecting a 3% revenue decline in the region for 2024 before rebounding.
Success will depend on whether American consumers embrace the premium positioning that has resonated elsewhere.
