Why would I post an article highlighting ASICS fashion with their Onitsuka Tiger Brand only to bring up Under Armour?
As anyone who follows this site knows Under Armour styled growth was an aspirational goal for me. When I started ARCH it was to be a disruptor. I didn’t successfully pull it off because I didn’t have the funds. I did a damn good job, but without a serious backer it was one of the toughest things I’ve ever tried. I state this to add that I look at Under Armour’s growth and when I analyze the company I see so many things being left on the table.
Looking at the branding of ASICS with Onitsuka Tiger allows for a direct comparison to what Under Armour is attempting with UAS. The difference? ASICS is all in and that is the requirement when attempting a move into fashion. ASICS has taken Onitsuka Tiger and generated content and a complete lifestyle brand complete with lookbooks and a magazine to compliment the release of the images promoted.
Onitsuka Tiger obviously doesn’t have its eye set on the US market. The style is undeniably Asian influenced. Platform brogues, layered streetwear, goose down inspired jackets and subtle branding is key to a successful campaign on the international market. This is beginning to move into the US and there is an opening for a more fashion forward athletic company. Right now adidas is living in that space and dominating, but with a small amount of repackaging Onitsuka Tiger could establish a presence in the US since no one else is willing to truly commit to fashion in sportswear. Check out the video below and check out some of the styles on the links below which were crafted by Andrea Pompilio: