To better target its lifestyle business, Japanese sportswear brand Asics has introduced the Asics Tiger brand, "bringing the unique combination of Japanese sports technology and global street style to the modern day sneaker lover", as the company put it. The product range has been created using original materials and colours, along with new sports inspired models using updated performance technologies.

With the new category, Asics is now more clearly differentiating between its performance and lifestyle footwear. Compared to the existing Onitsuka Tiger line (more fashion-oriented, encompassing many collaboration projects) the Asics Tiger brand shall exhale a younger and more sporty image than its sister category. Also, whilst the Onitsuka Tiger products are also sold via lifestyle and concept stores, the distribution of the Asics Tiger products shall remain exclusive to sports and sneaker stores.
The sub-label’s footwear offer shall prospectively be complemented by textiles, which will likely launch in 2016.

Gel-Lyte II designer Mitsui-San with Asics' Alistair Cameron
Gel-Lyte II designer Mitsui-San with Asics' Alistair Cameron
At the Asics Tiger European launch in London, Alistair Cameron, CEO Asics, explained: “We have noticed that our performance-oriented brand Asics is actually making good business in the lifestyle segment. The new Asics Tiger brand shall make the lifestyle products more clearly identifiable.”

Central to the Asics Tiger product range are the sneaker styles of the Gel-Lyte series, which were firstly introduced in 1986. They are recreated using original materials and colors, updated with new performance technologies. Especially the Gel-Lyte III, one of Asics’ most iconic silhouettes, which was originally created by Japanese designer Shigeyuki Mitsui (Mitsui-San) back in 1990, is receiving a lot of attention.

To celebrate its 25th birthday, twelve exclusive Gel-Lyte III packs will be launched with key global sneaker stores (such as Titolo in Switzerland, Mita Sneakers in Japan or Packer Shoes in the US) throughout the year. These packs are each limited to 1990 pairs (referring to the shoe’s launch year).
Moreover, there will be several Gel-Lyte III in-line special packs, including the High Voltage Pack (recommended retail price: €115), the Japanese Denim Pack (RRP €140) and the Crane and Turtle Pack (RRP €130), available only at Asics’ most prestigious “Family & Friends” stores. The High Voltage Pack will additionally mark the first season that Asics Tiger products will be available for kids.
The Gel-Lyte III ´Papercut` by Asics Tiger x Titolo Shop
The Gel-Lyte III ´Papercut` by Asics Tiger x Titolo Shop

The name Asics Tiger was first used in 1977 when the Japanese Onitsuka Tiger brand fused with another company and was since called Asics Tiger. The “Tiger” amendment was however abandoned a few years later, resulting in the sports goods company being simply called Asics until today.