Create strong support for European sales teams and generate excitement and desire among stylists, journalists and retailers for Onitsuka Tiger’s Spring-Summer 2009 Zodiac collection.In 2009 Onitsuka Tiger celebrate their 60th anniversary. In Japan, turning 60 is a celebration of completing a 60-year ‘Cycle of Life’. According to the Japanese Zodiac, twelve signs combined with five ruling elements to create this 60-year cycle, which became the inspiration for the entire collection.We needed to create a moodbook and press pack to showcase the new Zodiac collection and link to the upcoming campaign.

The Tale of the Zodiac Race began with the Spring-Summer book and concluded with the Autumn-Winter book. Both books were designed to be housed in a handcrafted commemorative 60th anniversary wooden folder.The models featured throughout the books were transformed into animals of the Zodiac. Each animal’s characteristics determined how they ran the race and where they finished, so the apparel and footwear designs featured in the same order that the animals finished the race.

The new 2009 Zodiac collection has made headlines across fashion, design, marketing and culture sites all over the world and featured in hundreds of websites, blogs and press articles.Onitsuka Tiger’s commemorative moodbook has generated unprecedented interest from retailers, fashion stylists and journalists. They have become highly coveted items and the few remaining copies at the agency must be kept under lock and key!

Most importantly, initial client reports indicate pre-sales of Onitsuka Tiger 2009 Zodiac Collection have soared.