Willow Smith’s Campaign
Japanese fashion brand Onitsuka Tiger continues to present a contemporary collection that combines fashion with sports, and heritage with innovation.
Onitsuka Tiger is pleased to announce the Spring/Summer 2021 brand campaign images featuring global brand ambassador Willow Smith, continuing from 2020.
The Theme
“The Onitsuka Tiger Attitude” Andrea Pompilio, Creative Director of Onitsuka Tiger, says the theory of the brand is to pay homage to its history and continue to evolve with creativity and trends.
In this collection, the Onitsuka Tiger style is expressed not only through the logo and the particular details inspired by sailing sails, but also through the intuitive atmosphere. Onitsuka Tiger’s theory, which continues to transmit traditional and innovative messages globally, and Willow’s identity, which is both unique and intelligent, resonates with each other, resulting in special campaign images that allow the viewers to feel a completely new Onitsuka Tiger-ism.
“While the world is changing at an unprecedented speed, Willow continues to offer new values to society without losing her shining individuality,” said the communication team of Onitsuka Tiger on the second season’s campaign images featuring Willow. “For this campaign, Andrea Pompilio used the essential beauty that overflows from within Willow for the theme. We wanted to portray this collection in a dramatic way by incorporating yoga poses, which she happens to be good at. This campaign gives us hope that there are no limits to the diversity of fashion and that everyone can truly enjoy fashion in their own unique way, whether on the go or at home, regardless of location, age, or gender.”
■Andrea Pompilio
Onitsuka Tiger Creative Director
Born in Italy. Andrea grew up in a highly creative environment: his father being an architect, his mother a painter, and his grandmother ran a boutique, and had a dream to be a fashion designer when he was a child. Then, he graduated from Pesaro’s Art Institute and then moved to Milan to study at Istituto Marangon. After gaining experience with various renowned brands, he presented his signature brand in AW 2011. Then, after collaborating with Onitsuka Tiger, Andrea became the creative director and has been in this position ever since.
In Conversation with Willow Smith
- You share your yoga-related activities on your Instagram (@willowsmith) on a daily basis. What does yoga mean to you? Also, you incorporated some yoga poses intothis shoot. So, How did you feel about making yoga poses in Onitsuka Tiger’s new collection?
To me, yoga is a practice which brings me closer to myself so that I can still my mind enough to build my relationship with The Divine. I’m grateful that I could show these beautiful, unique garments in a way that’s so fulfilling for me!
- If you describe this campaign in one word, what would it be?
I would describe this campaign the same way I would describe the shoes: originative
LOOK
Created with RNI Films app. Preset ‘Kodak Portra 400’ 
Created with RNI Films app. Preset ‘Fuji Superia 200’ 
Created with RNI Films app. Preset ‘Kodak Portra 400’ 
Created with RNI Films app. Preset ‘Kodak Portra 400’ 
1949, Kihachiro Onitsuka established Onitsuka Co., Ltd., the forerunner of ASICS. The brand began with a commitment to promoting youth health. Since then, the Onitsuka Tiger Stripes have become synonymous with one of the most world-renowned athletic brands. The legend lives on today in the fusion of Japanese heritage and modern flair. With designs ranging from updated classic silhouettes to refreshing new styles and collaborations with like-minded artists and cultural connoisseurs, the spirit of Japan resonates in each new collection of Onitsuka Tiger shoes, apparel and accessories.
Website
www.onitsukatiger.com for more information.
The stripe design featured on the sides of the Onitsuka Tiger shoes is a registered trademark of ASICS Corporation. The wording “Onitsuka Tiger” and the logo of “Onitsuka Tiger” used herein are registered trademarks of ASICS Corporation.
