While Asics has had tons of success being at the forefront of the collaboration game, they may need more than just the retro runners that sneaker enthusiasts know them for. That is why Asics has updated their lifestyle division as Asics Tiger, breathing new life into many of their retro running models. As their new sports luxury line, Asics Tiger is aimed at American streetwear markets with the intent to grab a much larger share of those markets. While Asics Tiger will be influenced by performance and sports, there is no word on whether these upcoming silhouettes will be true performance models or sneakers simply intended for casual wear.
The Asics brand dates back to 1949 and post-WWII Japan. The brand was conceived by Kihachiro Onitsuka and called Onitsuka Co., Ltd. After twenty years of success, the brand merged with GTO and JELENK to form the Asics Corporation in 1977 and the Onitsuka Tiger label was born to produce lifestyle models.
Asics Tiger is making big moves in 2015 and they’re starting by opening a pop-up store at Shibuya PARCO PART-1 department store in Tokyo from January 25 to March 5. Even better still, Asics is celebrating the 25th anniversary of the Gel-Lyte III by releasing a different collab every month, very much like the Reebok Pump Certified and Ventilator projects of 2014 and 2015, respectively. Additionally, the Asics Tiger Gel Series is an upcoming collection featuring updated versions of the Gel-Lyte and Gel-Saga models. 2015 is going to be a great year for runner fans and just a great year of sneakers in general.
In the gallery of photos below be sure to take note of the meshes and seamless uppers Asics Tiger will be bringing to some of their classic silhouettes, as well as the ‘Made in Japan’ leather Gel-Lyte III. Also, that heap of vintage Asics models could present some new retro models for 2015. Thoughts on the new Asics Tiger line? Share them in the comments below.
