Onitsuka Tiger Prowls the Streets of Milan

Sports lifestyle brand Onitsuka Tiger supports its Spring Summer 2014 collection with My Town My Tracks, an exploration of contemporary Milan.

Created by Blast Radius Amsterdam, My Town My Tracks discovers how a young European spends his sunlit days through a series of films and photography with a Japanese twist.  

This season’s ambassador is Erik Garbo, a half Italian and half Japanese student. The story begins with a personal video of Erik walking viewers through colourful streets of Navigli, his trendsetting neighbourhood. Located in the south west of Milan, the area is known for its historic canals and the latest street culture.

Onitsuka Tiger chose Erik and Navigli, because they share the brand’s values. All are proud of a strong heritage, but not afraid to challenge conformity.

Holding true to the love of Japanese detail, My Town My Tracks zooms in on one Onitsuka Tiger model: the SHAW RUNNER. In the key visual for advertising and point of sale, he presents the season’s hero sneaker, framed by the stunning Naviglio Grande canal and its vibrant side streets.  

In his SHAW RUNNERS, Erik sets out to discover the hidden joys of his city. My Town My Tracks shows a typical day in his life as he mingles with friends and hops among hotspots. His favourite places are an independent record store, an underground bar and a pizzeria. He also can’t resist a sushi break or cooling down with gelato at an outdoor ice cream parlour.

Navagli’s secrets are further revealed by hundreds of beautiful Instagram photos that can be seen on instagram.com/onitsukatigerhq. A collection film and a behind-the-scenes video go into more detail about Onitsuka Tiger’s SS14 products and the vibe of Erik’s surroundings.

Consumers will see two other SS14 key styles, a women’s HARANDIA and the all-new SHERBORNE RUNNER in secondary campaign visuals. All three models mark a new chapter for Onitsuka Tiger, a story of progressive sneaker design, beautifully crafted materials and urban styles.

Danish photographer Karen Rosetzsky caught the intensity of colour and youthful attitude in the pictures. Her laid-back attitude comes from years of working with music and fashion stars. Film director Sara Domogala ensured the My Town My Tracks mood was natural, stylish and cliché free. Street culture experts from 100% Halal were responsible for production.

Lisa Hogg, head of brand management at Onitsuka Tiger, says: “This season we moved the My Town My Tracks concept from Tokyo to Europe, but kept true to our Japanese roots. Performance-enhanced styles, new silhouettes and colourways are the signature of our Spring Summer collection. We brought this attitude to life by uncovering the details of contemporary Milan lifestyle.” 

Karian Weijers, art director at Blast Radius Amsterdam, says: "A celebration of individuality, dynamism and detail was brought to life in the previous season of My Town My Tracks. This year we took the adventure to Milan, to experience a refreshing different side of the city.”

“We have created strong emotional films and photographs, portrayed through the lens of a local" added senior copywriter Vanessa Inggs, "which live across different digital platforms such as Instagram and Facebook."