Onitsuka Tiger: Cycle of Life

Amsterdam Worldwide, the international communications agency, is poised to launch a year-long campaign for Onitsuka Tiger, ASICS' premium heritage sneaker and apparel brand, which celebrates its 60th anniversary this year.
Launching at the beginning of February, the global 'Cycle of Life' campaign also promotes the brand’s Spring-Summer 2009 collection. Consumers will see the heritage and authenticity of Onitsuka Tiger once more brought to life through a giant, intricately detailed ‘sneaker diorama’ as part of its Made of Japan Strategy.
In Japanese culture a 60th birthday is a milestone of major significance laden with symbolism around the ‘Cycle of Life’, which is itself based on the Japanese Zodiac calendar.