06 Feb Asics Relaunches Asics Tiger as Sport Lifestyle Brand
Asics announced the relaunch of the Asics Tiger brand for the sport lifestyle market. Originally designed as competitive sports shoes during the 1980s and early 90s, the current line of street style shoes will feature fresh, casual designs for everyday wear. What was referred as “Asics Archive” for the last several years will now operate under the new name of “Asics Tiger.” The brand will also see new marketing initiatives introduced this year to help support the consumer demand for the iconic street-style footwear design. Developed for fashion-forward, sport inspired consumers around the globe, Asics Tiger draws its creative inspiration from Japan’s early 1990’s “Power Age,” infusing classic footwear silhouettes with contemporary colors and materials from the world’s top footwear designs. The core of the Asics Tiger brand is Japanese technology. Asics Tiger was born in Japan and targeted toward the global street fashion-savvy market. Asics Tiger is a sports lifestyle brand that delivers both confidence and strength backed by Asics’ heritage and technologies as well as the spirit to always push ahead.
“For years, the retro styles of Asics have been sought after hidden gems in the sneaker world, and we couldn’t be more excited to take this iconic collection of shoes to the next level,” said Mike Jenson, director of lifestyle, Asics America. “As we build a passionate new group of brand fans, we want consumers to know that Asics Tiger will always stand for rare quality, rare style, rare craftsmanship, and a rare era in Japan’s history.”
Asics Tiger will develop a new product line in addition to the re-launch models with as GEL-Lyte III, GEL-Lyte V, and GEL-Sage. Asics Tiger will be positioned as the third brand in the overall Asics portfolio, along with Asics performance sports shoes and Onitsuka Tiger, retro lifestyle shoes from the 50s, 60s and 70s. It will target new consumers and new market of lifestyle.
The Asics Tiger branding features the corporate logo used at the time of the company’s founding. The logo represents the flight and strength of athletics while also reflecting human warmth.
GEL-Lyte III 25th Anniversary
Taking center stage for the re-launch of the brand is GEL-Lyte III, celebrating its 25th anniversary. The GEL-Lyte III was the basic running shoe first introduced in 1990. The tongue was made of sponge, and its main characteristic was the original, laterally ‘split-tongue’ construction that cradled the arch. The unique design created a comfortable fit as the tongue did not shift during movement.
To celebrate its 25th year, a limited edition version of the shoe will be introduced every month this year in collaboration with popular specially shops in the U.S. and abroad. The first item in the collaboration is with Mita Sneakers, one of the most renowned sneakers in Tokyo. Up until 2015, Mita collaborated on five GEL-Lyte III and celebrates the 25th anniversary with the Torico pack, combining the best of the materials and details used on the first five collaborations.
To support continued growth of the Asics Tiger category, a new global brand campaign will debut this month titled “Wild Rare.” Developed by agency of record VITRO, “Wild Rare” features street-inspired lifestyle photography, capturing the youthful energy of urban life, infused with technology and photo treatments harking back to the 1990s. Global photo assets will be followed by upcoming advertising executions.
“Wild Rare is a homage to the authentic history of the Asics Tiger brand: they have always been rare, sought after, collected as trophies by those in the know and the subject of envy from those who can’t score them. We wanted to keep that sense of specialness as we grow this brand.”