Brand Campaign

Onitsuka Tiger appoints Willow Smith
as its brand ambassador

In June 2020, Japanese fashion brand Onitsuka Tiger releases a brand campaign featuring brand ambassador and world-renowned artist Willow Smith.


In these campaign images, Willow  wears the Onitsuka Tiger Fall/Winter 2020 collection. She has created a totally different brand universe of Onitsuka Tiger in this collaboration while harmonizing Onitsuka Tiger’s contemporary design, where heritage is combined with innovation, with her own unique world.

Some items in the Fall/Winter collection worn by Willow express the fusion among pop art, fashion and sportswear by combining colorful patchwork and various different materials.

“With awareness of what’s going on in our world today, the environment we live in, and the planet we have to take care of!” said Andrea Pompilio, the Creative Director of Onitsuka Tiger, who also got involved in the direction of this campaign. “In this campaign, we expressed Willow’s natural beauty and strength as well as her love for the Earth which oozed from the bottom of her soul.”

“Willow Smith is a woman blessed with universal humanism and excellent creativity, going beyond the limits of Generation Z or Millennials,” explained the Communication Team of Onitsuka Tiger about her appointment to this campaign. “In 2020 when we will enter into a brave new era for humans, we feel a strong affinity and joy as a brand for the fact that we can collaborate with someone who has both a unique perspective on society and intelligence and share messages globally.”

Willow Smith said about this experience, “I immediately connected with Onitsuka Tiger’s vision for their new campaign. I loved that we were able to align both of our energies and create something that promotes a positive existence in this world. I’m excited for the future of the brand.”

These special campaign images will be released on the global Onitsuka Tiger official site, its social media accounts, and other various platforms in June.

Onitsuka Tiger will donate a part of the proceeds of the sale of this campaign to the NAACP Legal Defense and Educational Fund ( to support their efforts in the #BlackLivesMatter movement.

Also able to catch her song “Poolside” from the album THE ANXIETY, on the video attached.

Note: Shooting took place before COVID-19 was reported on News

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