Onitsuka Tiger enters a new era with dedicated innovation factory in Japan

ASICS transforms its domestic facility into a global hub for fashion-forward craftsmanship and design.

[7 July 2025 – Kobe, Japan] – ASICS Corporation today announced that its wholly owned subsidiary, SANIN ASICS Industry Corporation—a domestic shoe manufacturing facility—will be renamed Onitsuka Innovative Factory Corporation effective 1 January 2026 and will become a dedicated production base for Onitsuka Tiger^_[1], the fashion brand within the ASICS Corporation portfolio. The newly branded facility is scheduled to begin operations in January 2026 and aims to become a world-class hub for innovation and craftsmanship.

This transformation marks a return to the roots of the ASICS story. The company was originally founded in 1949 as Onitsuka Co., Ltd. by Kihachiro Onitsuka, who had the ambition to uplift people through sport and movement. In 1977, the company adopted the name ASICS, an acronym for Anima Sana In Corpore Sano—A Sound Mind In A Sound Body. In 2002, the Onitsuka name was revived with the launch of Onitsuka Tiger as a fashion brand. Today, it represents a fusion of Japanese heritage and contemporary design, with a global presence through flagship stores and digital platforms.

The transformation of the factory into a dedicated Onitsuka Tiger production site is intended to establish a vertically integrated production system that includes planning and development capabilities, while also strengthening collaboration with the ASICS Institute of Sport Science (ISS) and the Onitsuka Tiger Design Center in Milan.

The factory will undergo a significant interior and exterior renovation. Plans also include the creation of an Onitsuka Tiger Gallery (tentative name), showcasing the brand’s history, iconic archive shoes, and notable collaborations.

The Onitsuka Innovative Factory will focus on the following strategic initiatives:

• Expansion of high-value product lines, including the premium “NIPPON MADE^TM” series and the formal/business-oriented “THE ONITSUKA^TM” series.
• Enhancement of product competitiveness through Japanese craftsmanship, emphasising meticulous detailing and specialised techniques not easily replicated in overseas mass production.
• Systematisation of skill transfer, technical support for overseas factories, and the expansion of training programs for production and technology talent.
• Establishment of a global talent hub, including hosting the Onitsuka Tiger Global Product Conference.

In addition, the facility will support regional revitalisation through initiatives such as offering workplace experience programmes and creating spaces for community interaction and engagement.

As ASICS approaches its 100^th anniversary, this initiative reflects a renewed commitment to the values on which it was founded. By investing in innovation, craftsmanship, and community, ASICS honours its legacy while shaping the future of fashion and movement. 

– ENDS – 

Notes to editors:

[1] About Onitsuka Tiger Brand