Onitsuka Tiger launches Liverpool store

by Jacquie Bowser, Brand Republic 19-Nov-08, 14:10

LONDON - Promotions and design agency Liquid has created a campaign supporting the opening of Japanese sports brand Onitsuka Tiger's second UK store on Friday.

Onitsuka Tiger is opening a store in Liverpool One, three years after its London store.

With the brand famed for its distinctive tiger logo, the campaign centred on the concept that there was a "tiger at large" in Liverpool.

Pre-launch posters displayed across Liverpool were designed to look like warning signs that directed customers towards a microsite.

This use of Japanese-style manga illustrations will continue on through the post launch campaign and on into 2009.

Steve McGauley, creative director of Liquid, said: "With Onitsuka Tiger celebrating its 60th anniversary next year this is a very exciting time to be part of the brand.

"This has been a very interesting project for us and it looks like it will get even more interesting next year."