New campaign – Onitsuka Tiger

Onitsuka Tiger is launching a global campaign to support its ASICS heritage brand by celebrating its Japanese roots. It breaks later this week.

The campaign, called Made of Japan, features a sculpture of an Onituska Tiger trainer made from kitsch Japanese collectibles and icons including origami, urban vinyl toys, lucky cat charms, noodles and chopsticks. Koi carp make up the shoes’ stripes.

The company says the campaign is “designed to challenge misconceptions about Japanese culture and reinforce the brand’s ‘Made of Japan’ credentials”.

The campaign will run across print, point of sale and online channels, where a 30-second film of the sculpture being made will be broadcast at as well as at Onitusuka Tiger stores. The sculpture will be exhibited around Europe at venues in London, Paris, Berlin, Barcelona and Zurich.

The work is the first global campaign for the brand by StrawberryFrog. The Amsterdam based agency won the global brief in October following four years of handling the pan-European account.

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