Bolivian Strings from Takayuki Akachi on Vimeo.
A short piece of documentary filmaking from Akachi-san’s Onitsuka Tiger-sponsored world tour.
Follow him on twitter
and on his blog
The full film, “Many Steps” is coming very, very soon.
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Despite my one year anniversary at ASICS coming up soon, I still feel relatively new to the company, and I definitely feel new to Europe. Sometimes I feel myself relying on assumptions based on cultural archetypes in New York consumer culture, and in order to rectify that I decided today to begin getting to know who our customers. Like, really get to know them, by starting conversations with random people who are wearing Onitsuka Tiger or ASICS lifestyle sneakers and apparel.
Today’s subject was architect Maron Branderhorst, who told me he has a few pairs of Onitsuka Tiger kicks that he uses to “stay fresh for the summer time.” Coincidentally, Maron’s firm is working on the interior design of our new building, and he shared with me some interesting insights on the interior concept, and how his team tried to express the meaning of our two brands into the interior design.
So, who wears Onitsuka Tiger?
Cool, well-traveled, talented architects
LimberUp Moscow x Takeshi from Onitsuka Tiger on Vimeo.
In the man’s own words.
Shot by LightUp Film
Music by my little brother SkyRoyal
As part of our Made of Japan campaign, Onitsuka Tiger is working with Japanese-influenced creatives from around the world who embody the idea of East Meets West. Our Ryoshis, as we are calling them come from a diverse spread of personal and artistic backgrounds that all reflect a sense of artistic purity and focus on craft that is at the core of Japanese creative culture. Throughout the year we’ll be bringing you content from our Ryoshis as they give us their interpretations of our history, products and values. Read the rest of this entry »
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Family and Friends by Yoske Nishiumi from Onitsuka Tiger on Vimeo.
A wrap-up of our Family and Friends exhibit in Berlin last week, Koi Klub Founder/Curator/Onitsuka Tiger Collaborator Yoske Nishiumi talks us through the concept, how it came together and of course, having fun. Very inspiring.
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The ASICS Europe team spent the week in Berlin for Fashion Week, where we not only appeared at the Bright and Bread and Butter Trade shows, but also gave a preview of our upcoming collaborations and high end collections at our now BiAnnual Family and Friends event. It was an incredible time, no shortage of meetings, but definitely no shortage of free alcohol. Thanks to Jack for the photos
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This year Onitsuka Tiger is going to be working with a group of talented and creative people all joined by their love of Japan. One of the ones I’m most excited about is Takayuki Akachi, the talented filmmaker behind the popular “Traveling Denim” piece that received so much attention last year. Akachi-san is currently traveling on a 50-city tour with his wonderful assistant Akiko to create a film around our iconic Mexico 66.
You can follow Akachi-san’s trip on his blog here or on twitter.
my boss raphael mazoyer just did an interview with superfuture.com. he talks about our process, our projects and what asics europe’s digital team has planned for the coming year.
no capital letters were harmed in the writing of this article.
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German Blog Art School Vets chose to feature our Sr. Manager of Product Marketing for Lifestyle in their Faces and Spaces feature series. Think MTV Cribs for cool people, with really dope photography instead of sped-up hallway sequences.
For those of you that don’t know who Kwon is, he’s one of the most important pieces in the ASICS/Onitsuka Tiger puzzle and has been behind some of the craziest sneakers of the last 10 years from the Adidas A-Z series and the recent drops we did with Slam Jam and Sneaker Freaker to the upcoming pieces we have with H**, P**** and H****.
See the whole thing here
Young Boy
Sees World
Becomes Man
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Come see me at Fin Fest
More info here:
https://www.facebook.com/events/451162108232157/
