Asics is to merge its two lifestyle brands, Asics Sportstyle and Onitsuka Tiger, into one brand from spring 13.
Asics Sportstyle will cease to exist in its own right, with all products in the lifestyle portfolio now housed under the Onitsuka Tiger name.
The brand reset is designed to bring a stronger, consolidated approach to the market, with just one main lifestyle brand.
“As the original Japanese sports brand, Onitsuka Tiger has one of the richest sports heritages in the industry,” said Asics Europe director of lifestyle Pascha Naderi-Nejad.
“This [merger] is our opportunity to introduce ourselves to and engage with a new generation.”
From spring 13 there will be a greater breadth of pricing architecture and product offering.
Asics is hoping to attract several new wholesale customers for Onitsuka Tiger for spring 13. At present the brand counts etailer Asos and branded footwear chain Schuh among its top UK stockists.
Retail prices for spring 13 range from £45 to £75.