My Town. My Tracks.

Heritage. Hipness. Hot products. Just one hitch – ASICS's original Japanese lifestyle brand was known to only a niche group of fans. In a world already crowded with stripes and swooshes, we forged one of the first ‘influencer’ campaigns to help Onitsuka Tiger stand out.

A celebration of individuality and authenticity

My Town My Tracks provided a way for fans to discover the city through the lens of the locals. No celebrities. No clichés. Just real fans showing us the true heartbeat of their streets. Kicking off with a manifesto for movement, a fresh tone of voice, a new 'documentary' look-and-feel and commissioned tracks for a sound all their own. 

On the face of it, key visuals of confident individuals representing their local neighbourhood and presenting the product in a classic Japanese ‘giving’ gesture. And under the skin, an authentic social presence on Instagram and sharable video content pieces. An original, ownable identity to spread the brand story around the globe. Designed for Europe. Replicated in the US, Australia, Brazil, Colombia and South Africa. And repeated over 3 seasons.

Creative Lead
Concept
Creative strategy
TOV creation
Manifesto
Copywriting

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Ommm Shan'Tea