• OT 1 JPEG HR RGB cropped OT ElectrShoe On DPS 1280x720 FINAL
  • OT 2 JPEG LR RGB cropped  OT Zodiac DPS 1280x720 FINAL
  • OT 3 DPS Tansu Shoe 201072DPI 1280x720 FINAL

Onitsuka Tiger

Creating a global sports fashion icon on a dime

When we started working with Onitsuka Tiger back in 2003, Japan wasn't the capital of cool it is now. Most people's relationship with the country was from a stamp that read "Made In Japan" found on a multitude of throwaway plastic items. Year on year our 'Made Of Japan' campaign set the cultural record straight. Revealing what Japan truly is, and in doing so, turned an obscure brand into the global fashion icon that every sneakerhead simply 'had to have'.

The campaign won multiple awards including a Gold Lion at Cannes, was selected by CreativeReview for The Annual, was featured in the book How 30 Great Ads Were Made, which summarises the best 30 campaigns of the last decade, and appeared in the book Art and Sole, a celebration of the art of sneaker culture.

Featured Work


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