Cult trainer brand Onitsuka Tiger is launching a global campaign to celebrate its 60th anniversary next month.
The Cycle of Life campaign, created by Amsterdam Worldwide (formerly Strawberry Frog), will run through-out the year. The first executions will launch on Monday (February 1) to promote the Asics-owned brand’s spring/summer collection.
The Cycle of Life campaign tells the story of the Japanese Zodiac legend, in which 13 animals race against each other to secure one of 12 spots in the calendar. The print campaign will be supported by online work, including a three-minute long animation, and an in-store campaign.
There is also a metre-long “diorama”, a three-dimensional model of the trainer developed in the theme, which will tour the world throughout the year. It is the third such execution from the trainer brand and is designed to empasise its Japanese heritage under its Made in Japan strategy.