words // Brandon Richard
via Press Release
ASICS has officially announced the launch of the 2012 Onitsuka Tiger Global Brand Campaign. The new campaign is a year-long endeavor that kicks off this month and will be featured at a number of events, including concerts, art exhibits and festivals.
The Born of Sport, Made of Japan campaign, also dubbed the "Podium" campaign, salutes the iconic competition podium. Conceptually, the campaign is inspired by Onitsuka Tiger's connection to its rich athletic history and Japanese heritage.
In the main visual graphic linked to the campaign, the Winners' Podium is linked to the history of Onitsuka Tiger. Originated in sport, the brand was beloved by athletes from 1949 to 1977. Today, Onitsuka is recognized throughout the world as an original Japanese sports fashion brand. Also, the design and motif used for the Winners' Podium graphic is a modern arrangement of a traditional Japanese flower, the plum blossom.
Brand history expressed in Onitsuka Tigerʼs Born of Sport, Made of Japan campaign will be featured on onitsukatiger.com, and will be updated periodically beginning February 2012.
The new campaign was established by a new internal Onitsuka Tiger management team and outsole global marketing agency, Culver City, California-based Pitch. Onitsuka's new team is attempting to transform the brand, including new product releases and the additional of new retail accounts.
Ads for the campaign will appear in menʼs and womenʼs lifestyle, fashion and music magazines such as Nylon, Complex, Teen Vogue, Filter, Fader and Vice. Beyond traditional magazine print ads, the podium campaign will also appear on key online media and regionally in stores, at music and art events and festivals and through a variety of unique grassroots promotions throughout the year.
Official campaign visual below:
