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ONITSUKA TIGER
Mexico 66 SD

Inspired by the delegation shoe of the 1968 Mexico City Games, the Onitsuka Tiger MEXICO 66 SD retains a classic silhouette, reimagined with premium materials for 2018. When it came to creating the campaign we referenced Lance Wyman’s classic visual identity, arguably the most iconic ever created for the games. To bring this to life, we worked with renowned graphic designer Karan Singh and created a bold visual identity comprised of the many colourways which make up the MEXICO 66 SD. The campaign featured a 40-second film which championed the bold and the brave, print and retail key visuals, short product videos and lifestyle imagery for social. The result makes you want to tie your laces, get warmed and go ‘Fly your flag’ for Onitsuka Tiger.

Credits

  • Client: Onitsuka Tiger
  • Managing Director: Sophie Mayer
  • Executive Creative Director: Leila El-Kayem
  • Creative Director: Gustavo Vieira-Dias
  • Art Director: Sol Oh
  • Creative Producer: Chris Seegel
  • Creative Strategist: Thomas Eon
  • Production: Halal Film
  • Director: Juriaan Booij
  • Photography: Olya Oleinic
  • Illustration: Karan Singh
  • Date: 12th January 2018