Asics Strengthens Production: Onitsuka Tiger Launches First Factory in Japan

Asics elevates Onitsuka Tiger following its “particularly good” performance. The Japanese company has inaugurated its first in-house production plant, located in Tottori prefecture, the birthplace of its founder, Kihachiro Onitsuka. The new facility concentrates the entire creative process, from material development to design and production.

With the goal of the factory eventually becoming a cultural center aimed at sharing Onitsuka Tiger’s brand vision and the value of Japanese craftsmanship, the project is being developed in collaboration with the Milan Design Center, the brand’s international creative headquarters, and the Asics Institute of Sport Science, which specializes in advanced research in sports technology.

The plant will strengthen the production of luxury footwear, including Onitsuka Tiger’s flagshipNippon Made line of Japanese craftsmanship, as well as The Onitsuka formal leather footwear. It also marks the firm’s debut in leather handbag production, expanding its creative universe.

Onitsuka Tiger scored a “particularly good” performance in the latest published results of its parent company, Asics

Onitsuka Tiger has unveiled, alongside the new factory, an exhibition gallery with archival pieces that bring together the brand’s history, which opens today under the name Onitsuka Gallery Store, the brand’s first store in the Tottori region.

The brand has launched a new limited edition sneaker model to mark the opening of the new space. The Mexico 66 NM L9 have been designed by Tomohisa Yamashita, creative director of Onitsuka Tiger and are inspired by Japanese craftsmanship, highlighting a color palette based on the colors of the sand dunes of Tottori.

Asics ended the first nine months of the previous fiscal year (period ending September 30th) with a profit increase of more than 30% and raised its forecast for 2025 as a whole. Onitsuka Tiger, in particular, posted a “particularly good” performance.

With sales at 625.055 billion yen ($3.94 billion), an increase of 18.95% compared with the first nine months of last year, and group profitability up by 39.42% over the same period last year, this was the first time that Asics’ sales in this period exceeded 600 billion yen (more than $3.8 billion).