As an innovative street brand of ASICS, Onitsuka Tiger were looking to craft a strong Digital Strategy for 2012, to set them in a niche market position away from their main competitors. Social media was identified as the impetus for all digital activity in 2012, and was thus positioned as the backbone of Onitsuka’s overall digital strategy. Being new to the social media sphere, the client required a document outlining the tools and processes necessary to execute their digital strategy successfully and to integrate with their global brand positioning of ‘Discovery’.

The final design needed to represent the bespoke street feel of the brand, as well as showcase Onitsuka Tiger’s Japanese heritage and product range. Each section of the document was designed with its own style, in order to visually represent the brand’s global positioning of ‘discovery’. Different textures and colours were utilised throughout the book to elevate the senses, and chapter design was correlative with the written content therein. The white cover embossed with stitching, combined with the shoelace binding, added to the tactile nature of the book and its parallels to the shoes, becoming noticeably worn over time.

The Playbook has been distributed to key Onitsuka Tiger stakeholders globally. The book enabled the local Australian office to invest more in their social channels, to begin creating content specifically for Facebook and recreating global assets for local channels.