Celebrate the re-issue of Onitsu Tigers Tokyo ’64 Collection in the run-up to the Athens Olympics Games. Cut through the massive brand spends of Mike and Adidas whilst maintaining the innovative spirit of the Tiger Brand. Focus on authenticity instead of sports clichés.

A limited edition mailer for instant glory! We broke through to trendsetters globally with an integrated campaign pushing the only legal performance enhancing drug at this year’s Olympics. Insight: Onitsuka Tiger swept the board in the ’64 Olympics, winning 19 Gold medals for Japan. We recognized that something special was going on that year – so we captured it! “Hero Breath” – authentic breath, direct from the mouths of the Japanese 1964 Olympians, capture of the breath feature on the accompanying website; www.tokyo64.com

Hero Breath has generated significant worldwide press, commentary and buzz. Editorial alone in opinion forming magazines range from Italian Vogue to Sportswear International covering an estimated audience of 16 million readers. This tactically targeted campaign ensured that the Tokyo ’64 collection completely sod out. The controversial can on ‘legal dope’ has now become an e-bay collectable. “Hero Breath reflects our pioneering spirit and fives us presence in a very competitive market. We’re delighted.” Carsten Unbenhaun – Marketing Director Asics Europe