Onitsuka Tiger has brought Will Smith on board as the brand’s social media project partner, his first collaboration with a Japanese fashion brand.
On September 6, 2019, celebrating the brand’s 70th anniversary, Onitsuka Tiger released a movie featuring Will Smith as the brand’s collaboration partner.
In the collaboration movie, Will Smith wears a tracksuit in Onitsuka Tiger’s signature yellow, and MEXICO 66 SD sneakers. Will Smith will dynamically express the fashionability and functionality of Onitsuka Tiger, a uniquely Japanese brand.
Will Smith is actively engaged in various projects such as those addressing environmental issues, having a global, borderless influence on women and men of all ages via social media with his unique sense of humour and international awareness. Onitsuka Tiger also strives to be a brand that provides Japanese technology and craftsmanship to the world via product design, making social contributions, and at the same time a brand that is more social media-friendly. “Feeling this strong affinity, we decided to start this collaboration project,” the brand said in a statement.
This special collaboration movie will be published exclusively on social media, including Will Smith’s official account and Onitsuka Tiger’s official account and website.