Onitsuka Tiger was the official shoe brand for the Japanese Olympic team during the 1964 Tokyo Olympics. Re-released as part of Onitsuka Tiger’s retro range, we created buzz about the launch and captured the spirit of the shoes via a campaign called ‘Hero Breath,’ which created a mock story around scientists capturing the breath of gold medal winners right after winning their races at the Tokyo games. This ‘Hero Breath’ was re-released as a giveaway at point of sale with the shoes.
‘Drink for instant glory.’
We started by giving away 15,000 cans, but the demand was so high we had to make another 100,000 cans. From that point on, we sold them to the highest bidders.
Onitsuka Tiger saw record sales and a new retro range was subsequently released.