The facility will be transformed into a specialised production hub for ASICS' fashion brand, Onitsuka Tiger.
Production at the rebranded facility is set to commence in January 2026.
The facility plans to expand its selection of premium products, with a particular emphasis on the upscale "NIPPON MADE" series and the business-oriented "THE ONITSUKA" series. It aims to improve product competitiveness by adopting Japanese craftsmanship techniques.
The strategy also includes a systematic method for transferring skills and offering technical support to factories abroad, as well as improving training initiatives to develop talent in production and technology.
Additionally, the facility intends to become a centre for international talent by hosting significant events like the ‘Onitsuka Tiger Global Product Conference’.
The facility is also set to play a role in regional revitalisation by offering workplace experience programs and fostering community interaction through designated spaces.
The rebranding initiative signifies a strategic endeavour to create a vertically integrated production system that encompasses planning and development capabilities.
This approach is expected to enhance collaboration with both the ASICS Institute of Sport Science (ISS) and the Onitsuka Tiger Design Centre located in Milan.
Significant renovations are planned for both the interior and exterior of the factory including the establishment of an Onitsuka Tiger Gallery (tentative name), which will exhibit the brand's historical evolution, iconic archive shoes, and noteworthy collaborations.
