Asics lifestyle brands merging

Sportswear and fashion brand Asics is merging two of its lifestyle brands, Asics Sportstyle

and Onitsuka Tiger, into one brand. From spring/summer 2013, the Asics Sportstyle name will cease to exist and all of its products will be housed under the Onitsuka Tiger name in move to make the brand stronger.

The rebrand aims to reinforce Asics positioning as a global ‘sports – lifestyle’ brand and is designed to bring a “stronger consolidated approach” to the market along with more “aggressive and competitive” offering to current and future retailers.

Pascha Naderi-Nejad, Director Lifestyle of ASICS Europe BV said: "As the original Japanese sports brand, Onitsuka Tiger has one of the richest sports heritages in the industry, built on the imaginative and pioneering spirit of Mr. Onitsuka, who's mission was bringing 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 introduce ourselves to and engage with a new and youthful generation.”

Currently the brand is stocked online at Asos as well as number of independent retailers and counts Schuh among its top UK stockists, with the new brand, Asics is also hoping to attract new wholesale customers.