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Asics: Japanese Authenticity

Onitsuka Tiger, which Asics calls its "stylish, retro shoe brand," has launched a print campaign in hipster mags like URB, Giant Robot and XLR8R, to keep its momentum going with "the urban, fashio

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Onitsuka Tiger, which Asics calls its "stylish, retro shoe brand," has launched a print campaign in hipster mags like URB, Giant Robot and XLR8R, to keep its momentum going with "the urban, fashion-forward consumer." As Vitro Robertson AD Bill Stowe explains, "The art direction takes a minimalist approach, incorporating the iconic Tiger stripes into classic Japanese imagery. The idea is to utilize visuals that people immediately recognize as part of authentic Japanese culture, and seamlessly weave in Onitsuka's design elements." Adds Shannon Scott, Onitsuka ad manager, "The fashion shoe category is cluttered with brands trying to be authentic in some way. Onitsuka is one of the few players with true Japanese heritage. This campaign reinforces that authenticity." Right, it's the real McKoi. As for the mildly politically incorrect pidgin English-type copy, "it's meant to sound like a direct translation of an important Japanese proverb," says Stowe. The kanji, however, are not part of this joke. According to Stowe, the characters translate as Harmony, Respect, Purity, Tranquility. See www.asicsamerica.com/onitsukatiger for more.
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About

Credits
Date
Aug 25, 2005
Client:
Asics
Creative Director:
John Vitro
Creative Director:
John Robertson
Art Director:
Bill Stowe
Copywriter:
KT Thayer
Photographer:
Mark Laita
Print Producer:
Michael Berberick
Calligrapher:
Eri Takase
Agency:
Vitro Robertson
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