Known as a brand that always has that air of edge and fun to it, Onitsuka Tiger is here with an exciting new brand campaign to usher in the Spring/Summer 2020 season. Front and center is Willow Smith — the brand ambassador and seasoned Onitsuka Tiger campaign star, presenting a contemporary collection that combines fashion with sports, and heritage with innovation.

“While the world is changing at an unprecedented speed, Willow continues to offer new values to society without losing her shining individuality,” Onitsuka Tiger’s communication team notes. “For this campaign, Andrea Pompilio [Creative Director of Onitsuka Tiger] used the essential beauty that overflows from within Willow for the theme. We wanted to portray this collection in a dramatic way by incorporating yoga poses, which she happens to be good at. This campaign gives us hope that there are no limits to the diversity of fashion and that everyone can truly enjoy fashion in their own unique way — on the go or at home, regardless of location, age, or gender.”

The theme of this new Spring/Summer 2021 collection is ‘The Onitsuka Tiger Attitude’ — paying homage to its history while continuing to evolve with creativity and trends, as per Pompolio’s own words. Here, the Onitsuka Tiger style is expressed not only through the logo and the particular details that were inspired by sailing sails, but also through the intuitive atmosphere and yoga poses that Smith incorporated into the shoot.

“To me, yoga is a practice which brings me closer to myself so that I can still my mind enough to build my relationship with The Divine,” she explains. “I’m grateful that I could show these beautiful, unique garments in a way that’s so fulfilling for me!”

Pandemic or not, the sporty label continues to transmit traditional and innovative messages globally. In this range, this Onitsuka Tiger theory is perfectly complimented by Willow’s identity, which is both unique and intelligent, making the brand and its muse resonate with each other in a very unique way. The result? A series of special campaign images that allow the viewers to feel a completely new Onitsuka Tiger-ism.

“I would describe this campaign the same way I would describe the shoes [worn in the campaign]: originative,” Smith concludes.