For the latest in Blast Radius Amsterdam’s “My Town, My Tracks” campaign for Onitsuka Tiger, the agency took to the streets of Milan with Erik Garbo, a student of Italian and Japanese descent.
In the spot, directed by Sara Domogala, Garbo takes us on a tour of his favorite neighborhood of Navigli, in southwestern Milan. We see some of Erik’s favorite places, like a pizzeria, cafe, record shop and underground bar, while he discusses the neighborhood, his life as a student, and his parents. In the campaign’s “key visual for advertising and point of sale, he presents the season’s hero sneaker, framed by the stunning Naviglio Grande canal and its vibrant side streets” (this appears to be part of the visual campaign, but is not featured in the above spot).
Lisa Hogg, head of brand management at Onitsuka Tiger, explained: “This season we moved the ‘My Town My Tracks’ concept from Tokyo to Europe, but kept true to our Japanese roots. Performance-enhanced styles, new silhouettes and colourways are the signature of our Spring Summer collection. We brought this attitude to life by uncovering the details of contemporary Milan lifestyle.”