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Asics merges lifestyle brands to engage with youth

12/09/2012
Sports shoe maker Asics is to merge its brands, Asics Sportstyle and Onitsuka Tiger, next spring to present a “more aggressive and competitive offering” to retailers.

Under the name Onitsuka Tiger, there will be a big difference in the way it approaches the market, with the launch of three running shoe designs: Rio Runner, Tiger Corsair and Golden Spark.

Pascha Naderi-Nejad, director of lifestyle for Asics Europe, said: "Onitsuka Tiger was built on the imaginative and pioneering spirit of Mr Onitsuka, whose mission was to bring sports to the youth. Honouring this spirit and mission, we will bring a fresh and modernised interpretation of the brand DNA relevant to today's lifestyle consumer. It's our opportunity to engage with a new and youthful generation."

Onitsuka Tiger was established in 1949, the forerunner to the Asics brand which followed in 1977.

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