Asics
Japanese running brand born from Onitsuka Tiger. The serif 'Made in Japan' tag, then the looping italic wordmark, and finally the 'Sound Mind Sound Body' line date its garments.
- Origin
- Japan
- Founded
- 1949
- Category
- Athletic & Streetwear
- Documented eras
- 4
How Asics labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1980–1989
Serif 'Made in Japan' Tags
Early tags use a simple blue-and-white serif logo, often boxed, with 'Made in Japan' or a line descriptor; Asics Tiger and Team Asics had their own designs.
- Early Asics tags feature a simple blue and white logo with serif fonts.
- The “Asics” text is often enclosed in a rectangular border, sometimes with an additional tagline or descriptor like “Made in Japan” or “Activewear Line.
- Specialty lines such as “Team Asics” or “Asics Tiger” have unique tag designs, often with more colorful graphics or specialized text.
How to spot it
A boxed blue serif logo, often 'Made in Japan'.
Value signal
Desirable; 80s Asics Tiger pieces draw collector interest.
1990–1999
Sans-Serif Refresh
The logo refined into a streamlined sans-serif, with women's and 'Athletic Department' lines and global manufacturing — Malaysia, China, Italy.
- The Asics logo became more refined, incorporating sans-serif fonts and streamlined shapes.
- Tags often include descriptors for women’s lines or emphasize “Athletic Department” and other specialty collections.
- Manufacturing locations such as Malaysia, China, and Italy appear on tags, reflecting the brand’s global expansion.
How to spot it
A clean sans-serif logo with non-Japan country of make.
Value signal
Solid 90s vintage; value tracks the garment.
2000–2009
Hexagon & Bright Blue
Sans-serif held but brighter blue and hexagonal shapes appeared, with manufacturing reaching South Africa and Cambodia.
- The logo remained consistent with sans-serif fonts, but additional colors, like bright blue, became more prominent.
- Hexagonal shapes and athletic department taglines were introduced.
- Manufacturing locations include South Africa and Cambodia, marking further global expansion.
How to spot it
Hexagonal motifs and a bright-blue palette.
Value signal
Common; modest resale.
2010–2019
'Sound Mind Sound Body'
Tags carry the 'Sound Mind Sound Body' tagline with standardised sizing and a cohesive blue-grey palette.
- Tags began featuring the updated “Sound Mind Sound Body” tagline, emphasizing the brand’s focus on holistic health.
- Manufacturing locations and size indicators became standardized across tags, usually appearing below or next to the main logo.
- Graphics became more streamlined with a cohesive color palette, often incorporating shades of blue and gray.
How to spot it
The 'Sound Mind Sound Body' tagline on the tag.
Value signal
Modern; priced on the piece.