ONITSUKA TIGER ENGAGES AMSTERDAM FOR ‘MY TOWN MY TRACKS’ AUTUMN WINTER 2014 COLLECTION

ONITSUKA TIGER ENGAGES AMSTERDAM FOR ‘MY TOWN MY TRACKS’ AUTUMN WINTER 2014 COLLECTION

Online films, vivid photography and Instagram uncover Milan’s hidden hotspots

Onitsuka Tiger supports its Spring Summer 2014 collection with My Town My Tracks, an exploration of contemporary Milan.

My Town My Tracks discovers how a young European spends his sunlit days through a series of films and photography with a Japanese twist.

This season’s ambassador is Erik Garbo, a half Italian and half Japanese student. The story begins with a personal video of Erik walking viewers through colourful streets of Navigli, his trendsetting neighbourhood. Located in the south west of Milan, the area is known for its historic canals and the latest street culture.

Onitsuka Tiger chose Erik and Navigli, because they share the brand’s values. All are proud of a strong heritage, but not afraid to challenge conformity.

Holding true to the love of Japanese detail, My Town My Tracks zooms in on one Onitsuka Tiger model: the SHAW RUNNER. In the 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.

In his SHAW RUNNERS, Erik sets out to discover the hidden joys of his city. My Town My Tracks shows a typical day in his life as he mingles with friends and hops among hotspots. His favourite places are an independent record store, an underground bar and a pizzeria. He also can’t resist a sushi break or cooling down with gelato at an outdoor ice cream parlour.

Navagli’s secrets are further revealed by hundreds of beautiful Instagram photos that can be seen on instagram.com/onitsukatigerhq. A collection film and a behind-the-scenes video go into more detail about Onitsuka Tiger’s SS14 products and the vibe of Erik’s surroundings.