Onitsuka Tiger

Brief

Create an OOH advertising campaign for Onitsuka Tiger, based on the brands glorious heritage.

Background

After securing high-profile listings within Schuh and Footlocker UK, it was my remit to create an OOH advertising campaign to reaffirm recognisability of the Onitsuka Tiger brand, and encourage sales of the latest range of listed products – the Mexico ‘66.

Solution

Delving into the history of Onitsuka Tiger, I found Lasse Virén, a double Olympic medal winner who ran wearing the promoted trainer line. Utilising original artefacts from the era, I developed the campaign based around Lasse - treating the advertisement as a homage to his achievements and the role that the product played in his incredible triumphs.

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The modular formatting of the design allowed the campaign to seemlessly shuffle between the array of print requirements.

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The campaign was a huge success – so much so that Schuh asked for the campaign to be reimaged for instore – accumulating with a space within their flagship Oxford Street store.

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© Chris Nixon 2020

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