The Asics premium label, Onitsuka Tiger, is launching a global year-long campaign in celebration of its 60th anniversary titled ‘Cycle of Life‘, which will also promote the brand’s 2009 Spring/Summer collection. Amsterdam Worldwide have been commissioned to carry out the work for the celebration, which in Japanese tradition is considered an important milestone.
Each symbol from the Japanese Zodiac has a related animal, which in turn will have a related trainer associated with it. In theory, this means that each individual will be able to buy a pair of trainers pre-determined for them based on the year in which they were born.
A diorama in the shape of the brand’s ubiquitous trainer design has been created as a centrepiece for the campaign to recreate a mythical Japanese landscape and will be on tour as it travels via Europe, Asia, Australasia and the US.
A three minute movie has also been created to explain how the animals came to be selected for the calendar – this can be seen on the Onitsuka Tiger website.