By Ishbel Macleod | PR and social media consultant

September 11, 2013 | 2 min read

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Onitsuka Tiger has unveiled its third video in its My Town My Tracks campaign.

The campaign from the sports lifestyle brand, saw Blast Radius Amsterdam commission fashion photographer Lawrence Ellis to create films based on three individuals, three sneakers and the diversity of Tokyo’s backstreets.

Lisa Hogg, head of brand management at Onitsuka Tiger, said: “Being a Japanese brand we are very inspired by Tokyo, so it was natural to want to share our experiences of the city. My Town My Tracks is about exploring the hidden treasures of contemporary Japan and our brand’s heritage through photography and film. The stories of our ambassadors and our shoes are authentic, fresh and powerful.”

Released today, the third video shows the story of Chris, a young entrepreneur. The previous videos followed Asami, a barista and actress and artist Que.

Describing the process for the campaign, Andrew Watson, creative director at Blast Radius Amsterdam, said: “Dynamic, multifaceted, diverse – we wanted our audience to discover their own version of Tokyo. Digital platforms such as Instagram, Vimeo and Facebook are at the heart of how we want to share these different views and voices.”

As well as the videos, each journey was shared through @onitsukatigerhq – the brand’s official Instagram profile.

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