Japanese sports lifestyle brand Onitsuka Tiger has revealed its first campaign since appointing Love as its global lead agency last year.
‘A Product of Inner Confidence’ is the new global brand communications platform and draws inspiration from the brand’s founder, Mr Onitsuka. The work aims to bring a little Kanketsu, the Japenese concept of simplicity and calmness, to the frenetic lives of young people today.
“Onitsuka Tiger has a totally unique style. And so we should have a totally unique attitude,” explained Lisa Hogg, head of brand management at Onitsuka Tiger. “Love have expressed our point of view through a campaign about the power of inner confidence that applies equally to the Onitsuka-buying public as to our shoe.”
Dave Palmer, Love executive creative director, added: “Onitsuka Tiger stands for calm, craft and design. Other footwear brands command their consumers to do things. But with ‘A Product of Inner Confidence’, we have created a distinct brand platform that says it’s more than enough to just be you.”
Love worked with Berlin-based photographer Stephanie Jung, who has never done a commercial project before, to create the campaign images. Shot in New York, the campaign images capture and freeze a moment in time amongst the hectic city scene.
The work will feature across all global marketing activity for Onitsuka Tiger’s spring/summer 2015 collection.