Campaign No . 2 Consumer Engagement
OVERVIEW
This campaign was developed for Onitsuka Tiger, a Japanese footwear brand known for its fusion of traditional craftsmanship and contemporary streetwear style. The primary objective was to reinforce the brand's presence as a premium lifestyle label while appealing to a broader international audience aged 18–35. The strategy emphasized authenticity, cultural relevance, and community engagement to drive brand awareness, generate new leads, and foster a loyal customer base.
ABOUT THE BRAND
Onitsuka Tiger is a Japanese footwear brand known for its fusion of traditional craftsmanship and contemporary design. The brand offers athletic and lifestyle shoes that prioritize comfort, performance, and style. Iconic features like the signature stripes and vintage-inspired designs set Onitsuka Tiger apart from mainstream athletic brands.
SOLUTION
Print Ad
The campaign focused on projecting the brand’s three core traits—innovative, heritage-proud, and urban-chic—across all channels. A distinctive blend of street-style energy and premium design aesthetics was developed to resonate with fashion-forward audiences in global cultural hubs.
Paid Ads
Custom-designed story and image ads that highlighted product versatility and cultural cachet.
Organic Posts
A curated mix of image posts, video content, and animated stories that reflected a dynamic, city-based lifestyle. Each asset was mock-up ready, using cohesive templates for consistent visual branding.
EVALUATION
The campaign provided a fresh lens through which younger audiences could engage with Onitsuka Tiger—maintaining its premium status while increasing approachability. By aligning the brand with street culture and global fashion narratives, it successfully bridged the gap between heritage and modernity. The combination of performance-driven footwear and culturally relevant visuals helped redefine the brand's role in youth fashion without compromising its high-end appeal.
Role: Campaign strategies, ideation, visual direction, and social media execution.
Deliverables: full campaign concept and content strategy, paid Instagram story ads, organic social media content, brand messaging, tone of voice, copywriting, buyer persona development, mockups
