Onitsuka Tiger have just rolled out a new campaign designed by liquid to promote their range of classic basketball shoes. The promotion features a window display in both the London and Liverpool stores, point of sale showcards and exclusive Top Trump cards.
Onitsuka Tiger has a long tradition in basketball with the legendary Fabre DC-S; a trainer which received extensive fame and notoriety in the Japanese NBA MVP of 1973, where the team wore them during an NBA All Star tour.
FABRE derives its name from the FAstBREak move in basketball and has become a generic name for Onitsuka Tiger basketball products. The FABRE DC-S was first released in 1977. Now, in 2010, Onitsuka Tiger wanted to push the range and briefed liquid to design the campaign elements.
The concept we devised uses a retro college basketball style to create a locker room feel, featuring the strapline Dont leave them hanging. Inspired by the highly collectable basketball cards of the 1970s, we created some of our own to be given out when customers bought a pair of trainers from Tigers basketball range. Instore, showcards were designed for each trainer in the range to promote the heritage of the brand.
The promotion also included a nationwide competition at Soletrader, featuring window vinyls, posters, showcards and swing tags, which offered customers the chance to win an exclusive trip for 2 to Dublin to watch the Harlem Globetrotters.
Rhodri Evans, Brand manager at Onitsuka Tiger, says: "With this activity we wanted to create a promotional campaign that really got across the heritage of our basketball range as well as looking great. Liquid came up with something that got this across in a style that is true to our brand and used some really nice ideas."