Inspired by the urban street influences of the West but rooted in the design and authenticity of Japanese craftsmanship, sports lifestyle brand, Onitsuka Tiger kick starts the South African My Town My Tracks campaign.
The campaign which launched in Europe and Australia in 2013 shares views of urban neighbourhoods through a modern Japanese lens. The campaign moved to Milan in 2014 sharing the sights and sounds of this modern city through the eyes of local Erik Garbo, a student of Italian and Japanese descent.
The South African campaign, shot in Braamfontein follows Motheo Moeng, a local cinematographer as he unveils the vibrant area. From the Neighbour Goods Market, to the coffee shops and clothing boutiques to the best public art in the city of Johannesburg, Braamfontein celebrates South Africa’s diversity. Moeng shares a journey (not familiar with tourists) through Braamfontein wearing Onitsuka Tiger for the campaign which comes to life through billboard, print and online advertising.
The campaign celebrates two hero styles, targeting three areas of the lives of consumers: active lifestyles, work and play.
The Claverton is an injection moulded, ultra-lightweight basketball-inspired shoe, featuring a nimble integrated mould tooling.
Introduced in 1966, the Mexico 66 were the first sneakers sporting the famous Tiger stripes.
Meet Motheo in Braamfontein below