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Y2018Onitsuka Tiger CommunicationEdelman China2018.01.12

CURRENT STATE OF ONITSUKA TIGERIncreased product exposure and brand heritage awareness among media and consumersOptimized target media to further differentiate Onitsuka Tiger with its fashion characterSports remain as a fundamental element of media and consumer recognition of the Onitsuka Tiger brand

THE 2018 PR OBJECTIVEFurther build Onitsuka Tiger as a FASHION BRAND with unique Japanese Heritage.

THE FASHION WAYS OF STORY TELLINGFashion ShowsBrand Assets StoryHype ProductsStore InnovationCelebrity Co-designBuyer Stores

THE 2018 PR STRATEGY IMPERATIVESIncrease presence on fashion showsProduct story goes before product dropStrengthen celebrity endorsementImmersive In-store experienceBuild partnership with buyer storesDISCOVER THE BRANDHype key models and visual elements to create cult effectDeepen celebrity partnership at product level to convert fans more effectivelyWORSHIP THE BRANDAPPRECIATE THE BRANDSHARE THE BRANDFeature key designers to advocate our philosophyCraft engaging stories to tell the brand heritageExtend our seeding reach to more fashion professionalsInvite more fashion influencers to key brand events

THE 2018 PR CORE STORY低调时髦Effortless Chic精致复古Retro Style潜心手作Dedicated Craftsmanship

THE 2018 PR COMMUNICATION FOCUSCAMPAIGN-Driven communication INFLUENCERS-Driven communication溯造新由然而生JOURNALISTS & EDITORSCELEBRITIESFASHION PROFESSIONALS

CAMPAIGN-DRIVEN COMMUNICATION 由然而生生命，是自然最神奇的作品。通过对自然的探索和呈现，Onitsuka Tiger 旨在探索生命最璞真的意义。它是纯真的心，是无穷的力量，是历练，是探索，是在不断成长中找回独一无二的自己。“”由 然 而生， Onitsuka Tiger 用匠心赞美自然的生命。

AW18 MONTHLY TAGLINE低调时髦JUL.AUG.SEP.OCT.NOV.CORK PACK TSUNAHIKI METALLIC MILD CRACKLED STUDS低调时髦精致复古生 · 由自然BO/NATURAL生 · 由力量BO/POWERFUL生 · 由历炼BO/HONORARY生 · 由探索BO/EXPLORATORY生 · 由个性RE/CHARACTERISTIC

TAKING ADVANTAGE OF FLAGSHIP OPENINGQ3Q4低调时髦精致复古潜心手作Onitsuka Tiger, 日式时尚，匠心返璞JulShanghaiFlagshipStoregrandopeningAug. TSUNAHIKIOct – NovFashion week collaborationGSM / Tiger Corsair / M66Jul. GSMOctNippon made media tour “”由 然 而生

CAMPAIGN HIGHLIGHT X FLAGSHIP OPENINGChris Lee “”由 然 而生 TVC Launch18AW Product PreviewDesigner Workshop with VIPChris Lee A cappella show OT x Chris Lee Special Seeding Pack

YOUR TEXT HEREClick to add TextClick to add TextChris Lee A cappella show

PRODUCT PREVIEW – NATURAL TIME18AW Product Preview

PERSONALIZE YOUR CORK PACK18AW Product PreviewSawdustNatural logo elementsShoe tag DIY

OT X CHRIS LEE 限定OT x Chris Lee Special Seeding Pack• Shoe pack lid• Pouch bag• New album from Chris Lee• Souvenir postcard• CORK PACKwith VIP name• Chris’ signatureSpecial seeding package

DECORATIONNATURAL ELEMENTS

DECORATIONMOMA WINDOW DISPLAYS WHEN PEOPLE MOVE(1:32)

WHO WILL BE INVITEDVIPMEDIAFASHION PROFESSIONALCHIEF EDITORCHIEF STYLISTFASHION ICONSTYLE EDITORCHIEF EDITORTRENDYENTERTAINMENT...