I'll go with the "asics innovated poorly" chorus, they have reacted late or not at all to the market. I go back to the Gel Exult (renamed DS Trainer when they slapped the hard duosole onto it) and original Kayano. Lots of quality foam, blown rubber forefoot, a bit of gel made for great fit and feel from step one. Then they wanted to slap stiff plastic onto the arch of the sole because other companies started doing that and kinda stayed stuck there. HyperGEL is the latest example of their half-assed catch-up strategy, it was a late response to Boost, FreshFoam, Everun, et al. and even then how did they debut it? In one model, a gym jogger fashion shoe. Incredibly conservative in a field that rewards smart, forward innovation to get people who use and value shoes the most to try it. How long has the beloved Adios been offered with Boost midsole? Boston?
Having two different retro lines (Onitsuka and Asics Tiger) diluted any potential market there, it's spread far too thin. Should be unified under the Tiger name and made a sub-site of the main asics online store. New Balance and Adidas both put up their retro versions under their current brand and online store. Pretty sure Nike does the same.
On top of that, compared with the likes of New Balance or Hoka, they do a pathetic job showcasing their elite endorsers/ambassadors. Sara Hall is a great story, pretty top level runner in college and high school, married to her college sweetheart, raising a family of adopted kids, has made a strong rebound from a so-so early pro career. There should be a weekly or bi-weekly vlog of her at home, on the road, training, being a mom at xc meets, and offered first class accommodation (along with any family members who want to go) to any race in Japan, USA, or Europe with asics as a title sponsor. She should be to asics what Desi is to Brooks. You don't need to sponsor a group of also rans like Deena's Mammoth group today (which pushes essentially nil content on SM) when you can just pick up a few high profile people with good stories that can be easily shared by a hustling marketing team. Conversely, asics doesn't showcase top athletes from the corporate groups they sponsor in Japan for English-speaking audiences like Nike has done well with Osako. Maybe these aren't great answers yet they would be an improvement over trying basically nothing new or different.