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Onitsuka Tigers’ Zodiac Race

 

Posted on February 6, 2009
Jessica Hartstein

 

Asics, one of the most trusted running shoe brands in the world, is celebrating its 60th anniversary this year. Founded in Kobe, Japan in 1949, the shoe maker was originally known as Onitsuka Tiger before it merged with GTO and JELENK in 1977 to become Asics. Had I realized my favorite running shoes were actually Japanese, I might have packed a pair next to my Yukata, tea ceremony set, and wasabi-flavored chocolate when I finished my two years in Japan. Unfortunately for me, it’s only since I left Japan that Asics has decided to launch its Made of Japan campaign, emphasizing its Japanese roots. Better late than never, right?

Asics’ creative Made of Japan campaign is centered on its Onitsuka Tiger line and proves that the company is very rooted in today’s Japanese culture. It goes without saying that today’s Japan is quite different from the Japan just a few years after the end of World War II, when Onitsuka Tiger first started making shoes. The Made of Japan campaign embraces these changes in Japanese culture and touches on everything we’ve come to love about Japan: anime, bright lights, surprising guerilla marketing campaigns, adorable animals, bright colors, kawaii, Mt. Fuji, and much more. As most things Japan do, this campaign can’t help but catch our attention.

Check out this kawaii race showing how the 12 zodiac signs were decided:

The ad agency Amsterdam Worldwide has worked to help Onitsuka Tiger celebrate its roots. Brian Elliott, founder and CEO of StrawberryFrog, has said, “By embracing the very Japanese and yet very modern existing character of this brand, we have made it even more loved and admired. Delivering literally on our promise that Onitsuka Tiger is ‘Made of Japan.’”

An Onitsuka Tiger Made of Japan print ad, proving that Asics aren’t just ’Made in Japan’, but ’Made of Japan’:

This campaign includes “City in a sneaker” sculptures, print ads, viral films, and special retail store decorations. The feel good campaign couldn’t have come at a more appropriate time—the world is full of Japanophiles and in need of some fun colors and cuteness.


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Comments

1. Friday 6 February 2009 attime 14:38,

Thanks very much for the lovely comment. May I add that the agency that created the work is in fact Amsterdam Worldwide.

We re-branded about a year ago from StrawberryFrog. Our team in Amsterdam has been responsible for this work for several years.

Thanks,

Brian Elliott CEO & Founder Amsterdam Worldwide

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