The Sport of Fashion
Onitsuka Tiger has progressed beyond focusing solely on aesthetics or performance; it now encompasses both aspects. My intention was to highlight the concept of integrating elements of gaming into fashion, effectively transforming it into an engaging and competitive domain.
Life gets loud. Between the chaos and the pressure, we forget how freeing it feels to play.
Whether it’s style or sport, Onitsuka Tiger blends both worlds, turning everyday movement into the sport of fashion.
Shoes are no longer just about their performance. They are a form of personal expression and how you play your style.
Stunt #1 / The Game of Fashion
Major cities worldwide, including Los Angeles, New York, Paris, Tokyo, and London, will feature Onitsuka Tigers arcade pop-up games on their streets. Consumers can challenge either a friend or a random player in the “The Sport of Fashion” arcade game, where they’ll assemble outfits and take part in sporting events. Winners are rewarded with special prizes such as discount codes, branded merchandise, or even a pair of Onitsuka Tigers shoes.
Stunt #2 / The Tiger Games
Onitsuka Tiger is set to organize a distinctive event series inspired by the Olympic Games, integrating elements of both fashion and athletics. The program will feature competitions ranging from soccer and track activities to events influenced by runway fashion, offering participants opportunities to engage in experiences that combine movement with style. These events are scheduled to take place in various cities with historical Olympic significance, including Paris, Tokyo, London, and Rio. Event winners will be awarded exclusive Onitsuka Tiger sneakers in bronze, silver, or gold editions.
