The Luxury Chronicle

Japan – Onitsuka Tiger introduces Willow Smith as Brand Ambassador and new #AtHomewithOnitsukaTiger shoe Collection

Kobe, June 2020

This month, the Japanese fashion brand Onitsuka Tiger will release a brand campaign featuring brand ambassador and world-renowned artist Willow Smith.In the campaign images, the artist Willow Smith is wearing the Onitsuka Tiger Fall/Winter 2020 collection. Some items in the Fall/Winter collection worn by Willow express the fusion among pop art, fashion and sportswear by combining colorful patchwork and various different materials.

Onitsuka Tiger will donate a part of the proceeds of the sale of this campaign to the NAACP Legal Defense and Educational Fund (https://www.naacpldf.org/) to support their efforts in the #BlackLivesMatter movement.

Andrea Pompilio, the Creative Director of Onitsuka Tiger, who also got involved in the direction of this campaign, said, “In this campaign, we expressed Willow’s natural beauty and strength as well as her love for the Earth which oozed from the bottom of her soul.”

Speaking about the Willow Smith campaign, Communication Team of Onitsuka Tigersaid that Willow is a woman blessed with universal humanism and excellent creativity, going beyond the limits of Generation Z or Millennials.” “In 2020 when we will enter into a brave new era for humans, we feel a strong affinity and joy as a brand for the fact that we can collaborate with someone who has both a unique perspective on society and intelligence and share messages globally.”

Earlier this month, Onitsuka Tiger also launched its latest collection of comfortable and hassle-free footwear,#AtHomeWithOnitsukaTiger. The Mexico 66 Paraty comes in vibrant summer colors of the Seersucker fabric. The other look, The MEXICO 66™ SLIP-ON is a convenientlace-free, synthetic leather and synthetic fibre version of the heritage lifestyle shoe. A version of the shoe incorporates from the original design, including ankle reinforcement and the popular heel flap.

Established in 1949, the company was started by Kihachiro Onitsuka San in Kobe Japan, under the Onitsuka Corporation name with a humble idea that sport had the power to transform lives. Onitsuka Tiger celebrates Japanese craftsmanship and focuses on sophisticated design and luxury details. Appreciated the world over for its heritage and modern flair, Onitsuka Tiger is a sport inspired fashion brand that has designs ranging from updated classics to refreshing new styles and collaborations with like-minded artists.

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