ASICS Renames its Lifestyle Line as ASICS Tiger

ASICS will be launching its sports luxury line, ASICS Tiger. The lifestyle label will be targeting the American streetwear market while still being heavily influenced by professional athletics and performance. The line’s releases include the mita sneakers x ASICS GEL-Lyte III which dropped January 24 and the upcoming ASICS Tiger Gel Series — which is comprised of the “GEL-Lyte” and “GEL-Saga” — all in honor of the GEL-Lyte III’s 25th anniversary.

The ASICS Tiger name is intertwined with the history of ASICS itself. From its inception in 1949, the brand was launched as Onitsuka Tiger, the same moniker adopted by founder Kihachiro Onitsuka. Staying true to its commitment to promote health through sport, the Onitsuka Tiger stripes have since become symbolic to premium performance. The company name then changed to ASICS in 1977 after Onitsuka Tiger merged with JELENK and GTO.

A special pop-up store for the new ASICS Tiger line will be open from January 25 to March 5 at Shibuya PARCO PART-1 department store in Japan. Additionally, every month, ASICS Tiger will be dropping a new collaborative model of the GEL-Lyte III at different stockists around the world. Keep an eye out for the revamped ASICS Tiger line to come out in full force this year.

ASICS Tiger Pop-up Store
Shibuya PARCO PART-1,
15-1 Udagawachō, Shibuya-ku,
Tokyo 150-0042, Japan