Vintage Coors Athalon Duffel Bag
A Coors promo bag from a Denver sports bag company
This vintage Coors duffel bag was made by Athalon, a sports bag company that set up manufacturing in Denver, Colorado in 1973. Athalon built its name on ski bags, boot bags and tennis bags, and its staff tested the bags themselves. Athalon Sportgear filed for the Athalon trademark on ski bags in September 1976 and on traveling bags, duffle bags and shoulder bags in June 1977.
Coors has been brewed in Golden, just west of Denver, since 1873, so this bag pairs two Colorado companies. The label on this copy uses a TM mark rather than the registered ® symbol, and the country label reads MADE IN TAIWAN R.O.C. Together those point to a bag from the late 1970s or the 1980s.
How the bag was handed out isn't known yet. Beer-branded gear like this usually went to distributors, employees or event winners, or came through mail-in offers, rather than being sold in stores.
Athalon history from the company's own account (via Luggage Factory). Trademark dates from Athalon Sportgear Inc. filings, serial numbers 73098190 and 73130074 (Justia). Labels, zippers and print from the owner's photos.
A red Coors duffel bag with a white script logo and gray webbing handles
The vintage Coors Athalon duffel bag is a red barrel-style gym bag with the Coors script logo printed in white on the lower front. Gray webbing carry handles run down the front and wrap under the bottom, and a separate gray shoulder strap attaches at the ends. A large zippered pocket covers most of the front, with a smaller zip pocket inside it, and a black woven Athalon label is sewn into the seam beside the logo.
A red Coors duffel with a white logo, gray straps and an Athalon label is this bag. Newer Coors bags usually say Coors Light or Coors Banquet and carry a made in China tag.
- Body: barrel-shaped duffel in red woven fabric (a true red, often faded to a warmer red). Red piping along the top and end seams.
- Front, logo: "Coors" in the brand's flowing white script with a small ® after it, low on the front between the two handle straps.
- Front, pocket: a large zippered pocket that curves around most of the front panel, with a smaller straight zip pocket across its middle.
- Handles: two gray woven webbing straps that run down the front and back and wrap under the bag, joining at the top as carry handles.
- Shoulder strap: gray webbing with a metal slide buckle for adjusting length, attached at both ends.
- Main opening: a zipper along the top. A zipper also runs around at least one end panel.
- Zippers: red coil zippers with red painted metal pulls stamped YKK.
- Outside label: black woven label sewn into the front seam, reading ATHALON in tall slanted gold capitals with TM, beside a round swirl emblem.
- Other labels: a second matching Athalon label sewn into a zipper seam, and a black label woven in white: MADE IN TAIWAN / R.O.C.
Coors® ATHALON™ MADE IN TAIWAN R.O.C. YKKCoors on the front. ATHALON on both brand labels. MADE IN TAIWAN R.O.C. on the country label. YKK on the zipper pulls.
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Every listing we've found, ranked by delivered price
No listings or sales of this exact bag were found on eBay in October 2026.
| Seller | Condition | Original? | Price | Shipping | Delivered | Status |
|---|---|---|---|---|---|---|
| Owner's copy | Used. Fading on the red fabric, dark marks on the front panel, light wear to the white Coors print, scuffed webbing and a small split in the piping beside the second Athalon label. | Original | Not listed | Not listed | Not listed | Not for sale yet |
About the Coors Athalon duffel bag
How old is the Coors Athalon duffel bag?
There's no date on the bag, but it most likely dates from the late 1970s or the 1980s. Athalon started making bags in Denver in 1973 and filed for the Athalon trademark on duffle bags in June 1977. The label on this bag shows TM rather than the registered ® mark, and the country label reads MADE IN TAIWAN R.O.C., a wording common on imports from that period.
Who made the Coors duffel bag?
Athalon Sportgear, a Denver, Colorado bag company known for ski, tennis and travel bags. The bag itself was sewn in Taiwan. Coors is brewed in Golden, Colorado, so this was a promotional bag from two Colorado companies.
Was it sold in stores or given away?
That isn't known yet. Beer-branded bags like this were usually promotional items for distributors, employees, events or mail-in offers rather than retail goods, but no record tying this bag to a specific Coors promotion has been found.
How can you tell an original from a newer Coors bag?
Look for the black woven Athalon label with the TM mark, the black MADE IN TAIWAN R.O.C. label, and red YKK zippers. Newer Coors bags usually carry Coors Light or Coors Banquet branding and are made in China.
What is it worth?
No sales of this exact bag were found when this page was written in October 2026, so there isn't enough data to set a value yet.