Onitsuka Tiger

Made in Japan

How to design a global sneakerhead cultural Movement within the confines of a modest budget.

Using a lot of creativity and energy, StrawberryFrog relaunched Onitsuka Tiger and over a decade built it into a global powerhouse, challenging Nike, Puma, Adidas, and other leading sneaker brands. Using Japanese culture interpreted through Western creative eyes, we designed a world in which Japan’s “cool factors” (the fashion, toys, nostalgia, Manga, and Anime to name a few) and leading contemporary Japanese culture meshed together into a Movement prototype that took the world by storm.