Source: ASICS Corporate
ASICS has been doing a lot lately to bolster its lagging stock. They invested in a digitial fitness platform and they are rebranding the Tiger aspect into ASICS. I never understood why they attempted to leave Tiger as a standalone brand under Onitsuka.
I guess if they would have played up the marketing aspect of the fact that with Onitsuka Tiger there wouldn’t be a Nike, they could have shifted the narrative of ASICS overall. Talk about a missed opportunity. Blue Ribbon Sports started as a distributor of Tigers. Phil Knight was selling the shoes in brochures and out of the trunk of cars at track meets long before Jeff Johnson got rid of the Dimension 6 name Nike would have been if Phil Knight had his way.
Tiger never capitalized off of this history. There weren’t any “We Were First” or “SOLD FIRST IN OREGON” colorways of the Tiger or ASICS brand. Here is the new look logo which will be used at the new flagship store. Click the source link to read more.