The decision was approved at a meeting of the company’s Board of Directors, which resolved to carry out an absorption-type company split of the Onitsuka Tiger business, with an effective date of January 1, 2027. 

The Board also approved a policy to reorganise the brand’s operations under OT GROUP, including its regional subsidiaries, with OT GROUP to serve as the global headquarters for the business.

Under the structure, ASICS will be the splitting company, while OT GROUP will be the succeeding company. OT GROUP will issue 400 shares of common stock, all of which will be allotted to ASICS.

The company said there will be no changes to stock acquisition rights, no issuance of bonds with stock acquisition rights, and no change to ASICS’ stated capital as a result of the transaction.

OT GROUP will assume the assets, liabilities, contracts, and other rights and obligations related to the Onitsuka Tiger business within the scope of the absorption-type company split agreement. The company said it expects no issues in meeting these obligations after the effective date.

The Onitsuka Tiger business has seen accelerated global growth in recent years, driven by an expanding geographic footprint and stronger brand recognition. It has also focused on expanding directly operated stores and positioning itself as a “luxury lifestyle brand.”

ASICS said the reorganisation is intended to strengthen governance, improve visibility of business performance by segment, and clarify management accountability across the group.

The Onitsuka Tiger business recorded net sales of 6,663 million yen (non-consolidated) for the fiscal year ended December 2025, mainly from royalties and income from regional subsidiaries.

There will be no change to ASICS’ corporate structure, name, or fiscal year-end. OT GROUP will continue to serve as the global headquarters for the Onitsuka Tiger business under its philosophy “Awaken the Senses” and principle “Discover the Difference.”

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As part of the change, Maria Valdes, previously chief product officer, has been appointed chief brand officer and will oversee the new organisation at the Management Board level.

According to PUMA, the new setup is designed to align product creation and storytelling processes, enabling the brand to deliver “authentic and impactful stories” that better connect with consumers.

“With our amazing Archive and our cutting-edge sports-performance products, including our NITRO™-technology, we have the clear opportunity to tell stories that resonate, but PUMA’s previous approach to storytelling was too fragmented,” said Arthur Hoeld, CEO of PUMA. 

He added, “By putting storytelling and product creation side by side, we will strengthen our product icons and sports performance products and create the clarity and structure that is needed to better position PUMA against its competition in the sporting goods industry.”

Valdes, who joined PUMA’s Management Board in 2023, will now oversee Brand Marketing, Product, Creative Direction, Innovation, and Go-to-Market. Previously, Brand Marketing reported to CEO Arthur Hoeld, while Go-to-Market fell under chief commercial officer Matthias Bäumer.

Sports Marketing will be separated from Brand Marketing and will now report directly to Hoeld.

The organisational changes take effect immediately.

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