Asics’ heritage trainer brand Onitsuka Tiger is to be relaunched in Europe using its links with Kung Fu king Bruce Lee and controversial film-maker Quentin Tarantino.
The Asics Onitsuka Tiger training shoes are Japanese in origin and compete with heritage ranges from Adidas, Nike and Puma.The shoe brand was first made popular by Bruce Lee, who wore them in his martial arts films.
Asics Europe has appointed Amsterdam-based Blueberry Frog to develop a strategy and “buzz marketing” activity for a campaign initially targeting the UK, Germany, France, Italy and Benelux.
Blueberry Frog will exploit the brand’s Japanese heritage and is devising outdoor and ambient activity, a website and a viral marketing campaign. Some activity will focus on the anniversary of Lee’s death in July.
Onitsuka Tiger will reissue limited numbers of the classic yellow and black Tai Chi shoe worn by Lee and to be sported by actress Uma Thurman in the forthcoming Tarantino action film Kill Bill.
Asics UK ran its first UK television campaign in December with a single 60-second execution on MTV, developed by Publicis. Asics UK will develop activity to dovetail with the European brand campaign.