Onitsuka Tiger - Tokyo 64
We sent a can of 'Hero Breath' to journalists and sneaker shop owners to promote the relaunch of three shoes from the 1964 Tokyo Olympics. It contained the breath of a retired Japanese Olympic athlete. If you breathed it in, you could relive the glory of Japan's sporting achievements. The shoes sold out and editorial coverage in magazines including Italian Vogue and Sportswear International reached an estimated 16 million people.
Agency - Blueberry Frog. Copy - Sharon Cleary. CD - Mark Chalmers. Design - Craig Fielding.
Onitsuka Tiger Force!
Onitsuka Tiger had a tiny budget but a big cult following amongst sneakerheads. At that point, the brand wasn't doing much with its Japanese heritage. For such a niche (European) audience, we decided the Japanese heritage was exactly the thing we should amplify.
Introducing Tiger Force, a team of Power Rangers-style heroes whose powers related to the shoes they wore.
Copy - Sharon Cleary. CD - Mark Chalmers. Photography - Jasper Zwartjes.
