Onitsuka Tiger Is “Made of Japan”

For the fourth year in a row Amsterdam Worldwide has fused the eclectic and ancient traditions of Japanese art and contemporary culture to ignite fashion brand Onitsuka Tiger.
This year’s centrepiece of the brand’s “Made of Japan” campaign is a totem to traditional Japanese Tansu furniture-making: a one and a half-metre long bespoke wooden cabinet – built in the shape of a sneaker.
Amsterdam Worldwide commissioned Niigata-based Tansu masters, Ogura Tansu Ten, to handcraft the model. This generations-old company of traditional Japanese artisans is known for its distinctive ‘puzzle box’ cabinets and chests, which are the epitome of traditional Japanese art and design, and lay claim to a rich and colorful history.
In addition to ornate ironwork and a flawless lacquer finish, Ogura Tansu Ten skillfully customised the seamless piece with secret compartments. Like an intricate puzzle, these must be unlocked in a specific sequence, and those who crack the code can access their hidden treasures.

Sneaker fans are invited to solve the puzzle and win exclusive prizes when the Tansu sculpture tour flagship Onitsuka Tiger stores. The brand’s website also enables users to open doors and drawers to discover a myriad of secrets and surprises about the brand, the new season’s collection, and the Tansu tradition. Particular content will be locked and only made available to those lucky enough to find a key or a code.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.