“A Product of Inner Confidence” is the new global brand communications platform for Onitsuka Tiger, the Japanese sports lifestyle brand.

Created by LOVE, who last year were appointed the brand’s global lead agency, it will first be seen across all global marketing activity for Onitsuka Tiger’s Spring/Summer 2015 collection. LOVE took inspiration from the brand’s founder, Mr. Onitsuka. Back in 1949, he was passionate about improving the lives and self-esteem of a generation of post-war youths in Japan. LOVE wanted to introduce a little Kanketsu – the Japanese concept of simplicity and calmness - to the frenetic lives of young people today.

Interestingly, LOVE chose to work with Berlin-based photographer Stephanie Jung. Jung had never done a commercial project before, but LOVE admired her experimental photography style and recognised that it was a unique way to communicate calmness. Shot in New York, the campaign images capture and freeze a moment in time amongst the hectic city scene.

“Onitsuka Tiger stands for calm, craft and design, “said Dave Palmer, LOVE Executive Creative Director. “Other footwear brands command their consumers to do things. But with ‘A Product of Inner Confidence’, we have created a distinct brand platform that says it’s more than enough to just be you.”

Lisa Hogg, Head of Brand Management at Onitsuka Tiger said, “Onitsuka Tiger has a totally unique style. And so we should have a totally unique attitude. LOVE have expressed our point of view through a campaign about the power of inner confidence that applies equally to the Onitsuka-buying public as to our shoe.”