ASICS Tiger + ASICS

ASICS Tiger is a platform for contemporary sports lifestyle, inspired by the company's iconic designs of the 70s, 80s and 90s. At Bruce Mau Design, I helped implement a new identity that connected the brand’s heritage to contemporary culture. Under the creative direction of Laura Stein and Chris Braden, I worked across packaging, interiors, illustration, and animation—serving as lead animator and developing the brand’s motion system. We partnered with Kontrapunkt to create a custom typeface, and the work earned a Notable Visual Communication Award from the 2017 Core77 Design Awards.

ASICS has a rich heritage and esteemed technical expertise. The goal was to capture the joy of sport and the energy of the athletes who drive it. I supported the strategic redesign of the brand architecture and helped develop a flexible identity system spanning packaging, marketing, animation, and retail—rolled out globally through a comprehensive brand book and visual toolkit.

Client: ASICS Tiger
Role: Designer, Animator
Team: Laura Stein, Chris Braden, Tatsumi Taeron, Kyosuke Nishida, Alexandre Viault, Karol Dybalski, Margot Fabre
Awards: Notable Visual Communication Award: Core77 Design Awards 2017