A Product of Inner Confidence

A product of inner confidence. There’s a confidence in standing apart. It’s not about leading. It’s not about following… It’s about being you.

SS15 global brand communications platform for Onitsuka Tiger, the carefully crafted Japanese sports lifestyle brand. Taking 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. The concept introduces a little Kanketsu – the Japanese concept of simplicity and calmness – to the frenetic lives of young people today.

Collaborating with Berlin-based artist/photographer Stephanie JungJung had never done a commercial project before, but her experimental photography style became a unique way to communicate calmness.

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Retail:

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