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ONITSUKA TIGER ENGAGES AMSTERDAM FOR ‘MY TOWN MY TRACKS’ AUTUMN WINTER 2014 COLLECTION

Region: Europe
RELEASE DATE: 2014.09.18

Japanese sports fashion brand Onitsuka Tiger goes Dutch for Autumn Winter 2014, with a spotlight on Amsterdam for the next instalment of its My Town My Tracks campaign.

Produced by creative agency Blast Radius Amsterdam, My Town My Tracks is set in the Netherlands’ cosmopolitan capital where the focus is on Tosao, an energetic half-Dutch and half-Japanese entrepreneur.

The story of Tosao plays out in De Jordaan, the city centre’s labyrinthine north-west district of quiet cobbled streets, canals, courtyards, boutiques and galleries.

Following in the footsteps of My Town My Tracks’ predecessors, Tosao introduces viewers to his neighbourhood, friends and hangouts.

Onitsuka Tiger fans are invited to shadow his journey on foot and by bicycle to venues that capture the city’s rhythm through a series of intimate photographs, videos and more than 90 Instagram images.

Photographer Fleur Bolt captured the still visuals which accompanies the collection film and seven behind-the-scenes Instagram videos.

In the key visuals Tosao showcases the season’s hero product – HARANDIA MT – a sneaker-boot inspired by winter running and crafted for the colder months in an urban environment.

Lisa Hogg, Onitsuka Tiger’s head of brand management, says: “Onitsuka Tiger is a brand for all seasons and this is evident in our AW14 models. We present our new collection in Amsterdam, a city of cultural secrets where every street, canal and courtyard has a story. Tosao’s My Town My Tracks through De Jordaan reflects our brand values and belief in individuality and urban culture.”

Karian Weijers, art director at Blast Radius Amsterdam, says: "De Jordaan encapsulates Onitsuka Tiger’s vision of progress respecting tradition. Through Tosao’s eyes we get a glimpse of the neighbourhood’s jazzy brown café soul, which is totally in tune with the beat of young artists and entrepreneurs who call it home.”

Blast Radius’ senior copywriter, Vanessa Inggs, adds: “For the third instalment of My Town My Tracks, we sought out a crisp, bright documentary style in both film and photography to capture the feeling of discovering Amsterdam with a local on a cold winter day.”

Other styles to feature in the campaign are CURREO, a modern interpretation of 1980s classic running shoe X-CALIBER, and SHAW RUNNER WOMEN, a contemporary sneaker for the street-style conscious

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.

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