ONITSUKA TIGER ANNOUNCES 2012 BRAND CAMPAIGN
ASICS announces the launch of the Onitsuka Tiger 2012 Global Brand Campaign. The Global Brand Campaign will span one year from January 2012 and will be featured at a number of events, including music concerts, art exhibits, and festivals.
The Born of Sport, Made of Japan campaign, dubbed the “podium” campaign, pays homage to the iconic competition podium. The concept is inspired by Onitsuka Tiger’s connection to its rich athletic history and Japanese heritage.
The Winners’ Podium in the visual motif is linked to the history of Onitsuka Tiger. The brand originated in sports and was loved by athletes from 1949 to 1977. Today, the brand is known throughout the world as an original Japanese sports fashion brand.
The design and motif on the Winners’ Podium is a modern arrangement of a traditional Japanese flower, the plum blossom.
The brand history expressed in Onitsuka Tiger’s Born of Sport, Made of Japan campaign will be featured on onitsukatiger.com, and will be updated periodically beginning February 2012.
The campaign was established by a new internal Onitsuka Tiger management team and outside global marketing agency, Culver City, California-based Pitch. The new Onitsuka Tiger team is leading the charge of reinvigorating and transforming the brand including new product and the addition of several new retail accounts.
The ads will appear in men’s and women’s 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.
“Today, Onitsuka Tiger embraces its vintage athletic roots while redirecting its focus to the designs that have lasted the test of time,” says Senior Category Lifestyle Manager Natacha Alpert. “The brand maintains a spirit that only comes from having such a fertile history with many triumphant moments shared with some of the world’s greatest athletes.”
In 1949, Kihachiro Onitsuka established Onitsuka Tiger, the forerunner of ASICS. The brand began with a commitment to promoting youth health, and since then, the Tiger stripes have become synonymous with one of the most world-renowned athletic brands. The legend lives on today in the fusion of Japanese heritage and modern flair. With designs ranging from updated classic silhouettes to refreshing new styles and collaborations with like-minded artists and cultural connoisseurs, the spirit of Japan resonates in each new collection of Onitsuka Tiger shoes, apparel and accessories.
Visit www.onitsukatiger.com for more information.