Onitsuka Tiger –
A legacy of innovation, a future in motion—driving the world forward.
Project Integrated Campaign
Work Art Direction, Digital Design, Strategy
Challenge
Onitsuka Tiger needed to reconnect with a new generation while staying true to its heritage in a crowded market of legacy footwear brands.
Legacy in Motion bridges Onitsuka Tiger’s rich heritage with the creativity of today’s trailblazers. This campaign celebrates the brand’s iconic designs as timeless statements of progress and reinvention, empowering modern pioneers to create, disrupt, and inspire.
The social strategy unites Onitsuka Tiger’s heritage with modern storytelling to authentically engage Gen Z and drive excitement for Legacy in Motion events in major cities.
The print initiative features a limited-edition digital cover collaboration between Onitsuka Tiger and HERO magazine featuring Conan Gray. To drive engagement, they hosted a scavenger hunt at downtown Manhattan magazine stands for exclusive physical copies.
