Indiantelevision.com Team

(31 January 2009 7:00 pm)

NEW DELHI: Asics-owned sports trainer and apparel brand Onitsuka Tiger has launched is set to launch a global campaign to celebrate its 60th anniversary next month.

The campaign named ‘the cycle of life’ will run in phases, the first of which will be unveiled on 1 February.

Says Onitsuka Tiger marketing manager Sandra Koopmans, “To respect the brand's heritage and authenticity we immersed ourselves in the symbolism of the 60-year cycle and discovered the ancient Japanese legend of the Zodiac Race. We have created our campaign around this legend to celebrate and honour Onitsuka Tiger's 60 years of success.”

Created by Amsterdam Worldwide (formerly Strawberry Frog), ‘the cycle of life’ tells the story of the Japanese zodiac legend, in which 13 animals race against each other to secure one of 12 spots in the calendar.

The first phase of the campaign will promote spring/summer collection and will be supported by an animated online film, print ads and in-store executions.