Announcing Willow Smith as its latest global Brand Ambassador, one of the oldest shoe companies in Japan, Onitsuka Tiger marks a new era of fashion this Autumn and Winter.
The all-new 2020 campaign intends to uphold the brand’s steadfast mission of providing Japanese technology and craftsmanship worldwide, through innovative style, collaborative collection features, utilitarian outerwear, and sports-driven separates, alongside its signature multi-colored patchwork designs.
Combining Onitsuka Tiger’s contemporary aesthetic with heritage styles of the past, the campaign aims to raise awareness on the worsening environmental issues faced today, highlighting Willow’s natural beauty, strength and love for the earth through vivid imagery.
Featuring Willow Smith, who is revered for her unique dress-sense and uncommon approach to life, this collection exemplifies the fusion of pop art, fashion and sportswear through the use of mixed media and unexpected pairings.
“I immediately connected with Onitsuka Tiger’s vision for their new campaign. I loved that we were able to align both of our energies and create something that promotes a positive existence in this world. I’m excited for the future of the brand.” – Willow Smith.
In light of severe social and political unrest in numerous countries such as the United States, United Kingdom, Canada, and France, Onitsuka Tiger has also pledged to donate a part of all proceeds from this campaign to the NAACP Legal Defense and Educational Fund to support its efforts in the #BlackLivesMatter movement.