Redesign of the “ASICS Tiger” Brand logo

ASICS is pleased to announce the new “ASICS Tiger” brand logo, to debut in advertisements and web content for the autumn and winter seasons at the end of September. The first directly-managed “ASICS Tiger” store, “ASICS Tiger OSAKA SHINSAIBASHI,” will open on September 21 with decor featuring the new logo on its façade and furniture.

The first product campaign to use the new brand logo will be “CHAMELEOID MESH.” Based on the campaign’s “TRANSFORM COLOR.” concept, key visuals and videos will be distributed globally to spotlight the color-shifting properties of “CHAMELEOID MESH” technology.

Designs of the New Brand Logo 

Complementing the original 1977 logo used when ASICS was founded ,the new brand logo adds the word “TIGER” in similar typography. The new logo expresses the universal dynamism of our sports brand and the strengths that color active lifestyles. The design was developed together with famed graphic designer Alan Peckolick.

Combining aspects of both “ASICS” and “Onitsuka Tiger”, “ASICS Tiger” brand was revived as the third ASICS pillar brand in January 2015,targeting the global sports lifestyle market. Inspired by retro athletic shoes, ASICS Tiger continues to grow and make waves with trendy designs and collaborations with famous domestic and overseas sneaker boutiques.

Rooted in ASICS’ history, focus on quality, and designs supported by technology, ASICS Tiger will continue to build its reputation as a sports lifestyle brand that always pursues evolution and enriches lifestyles all around the world.

Motoi Oyama, President and CEO, Representative Director of ASICS Corporation says “As the third pillar brand of ASICS, ASICS Tiger will introduce modern designs that integrate technology and fashion, in addition to the throwback designs from the 1980s and 1990s, such as GEL-LYTE III and GEL-LYTE V, in various styles for active consumers all over the world”.