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MY TOWN MY TRACKS

Region: Europe
RELEASE DATE: 2013.09.01

Contemporary Japan comes to life through the eyes of three young Tokyoites

Sports lifestyle brand Onitsuka Tiger introduces its Autumn Winter 2013 collection with My Town My Tracks, an exploration of the Japanese capital, as seen through the eyes of three very different young locals.

Blast Radius Amsterdam commissioned British fashion photographer/film-maker Laurence Ellis to capture the stories of Asami, Que and Chris – a barista, an artist, and a young entrepreneur - three captivating individuals pursuing their dreams in Tokyo.

Showcasing models from the upcoming, running-inspired collection, the three characters lace up their sneakers and take us on a lap of discovery around their local neighbourhood, revealing modern Japan through their own lens.

In the quietly Shimokitazawa district, considered among young Tokyoites one of the hippest neighbourhoods, Asami wears the ULT-RACER model and reveals the best place for fulfilling her love of vintage clothing and artisan coffee.

Que wears a different ULT-RACER colour-way as he leads us through the old-meets new, countercultural charms of Kichijoji, a youthful, artistic, slightly countercultural reputation.

Chris presents another new model to the Onitsuka Tiger collection: the HARANDIA, as he sets off on his self-customised delivery bike for a tour through the wet streets of residential, boutiquey Nakameguro.

A triplicate of striking key visuals set the scene for each story, with Asami, Que and Chris, in the midst of their respective neighbourhoods, presenting their shoe to camera.

A series of short films delve deeper in to the characters and places; each character introducing themselves and their area before we embark on the journeys themselves - whistle-stop tours of their own favorite hotspots and hidden gems.

Each journey is enriched by a stream of candid photos, capturing details along the way and shared through @onitsukatigerhq – the brand’s official Instagram profile.

With emphasis placed on honesty and discovery, My Town My Tracks portrays heart-warming close-ups of individuals and the details of the surroundings that influence them. With emphasis placed on honesty and discovery the project aims to reveal a glimpse of contemporary Japan that the guidebooks don’t.

The films will primarily be seeded through Onitsuka Tiger’s Facebook page. For a taste of the new season, a forthcoming teaser film gives us a hint of what’s to come.

Lisa Hogg, head of brand management at Onitsuka Tiger, says: “Being a Japanese brand we are very inspired by Tokyo, so it was natural to want to share our experiences of the city. My Town My Tracks is about exploring the hidden treasures of modern Japan and our brand’s heritage through photography and film. The stories of our ambassadors and our shoes are authentic, fresh and powerful.”

Andrew Watson, creative director at Blast Radius Amsterdam, said: “Dynamic, multifaceted, diverse – we wanted our audience to discover their own version of Tokyo. My Town My Tracks lets them piece together an impression through the lens of other young individuals who call the city home. Digital platforms such as Instagram, Vimeo and Facebook are at the heart of how we want to share these different views and voices.”

About his role as director and photographer, Laurence Ellis said: “This was an opportunity to work closely with intriguing people from a traditionally reserved culture. Onitsuka Tiger entrusted me to portray their quintessence with respect.” Ellis’ talent to capture beauty and soul in natural light is evident across all the campaign materials.

About Onitsuka Tiger

In 1949, Kihachiro Onitsuka established Onitsuka Tiger, the forerunner of ASICS. It began with a commitment to promoting youth health, and has gone on to play a part in most major Olympic games. The famous Tiger stripes are synonymous with sporting triumph. The legend lives on today in the fusion of Japanese heritage and contemporary design. The spirit of Onitsuka Tiger is reflected in each collection of unique sneakers, apparel and accessories.www.onitsukatiger.com

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