Onitsuka Tiger recently celebrated its 70th anniversary by announcing its newest collaboration partner, Hollywood actor Will Smith, in an oddly satisfying promo.
Smith, who is wearing a tracksuit in signature Onitsuka yellow and the comfortable Mexico 66 SD sneakers, was tasked to "dynamically express the fashionability and functionality" of the Japanese brand.
The result was a quirky combination of Bruce Lee in Game of Death, Smith's dance moves on Fresh Prince of Bel Air, and city takeovers the size of Godzilla.
The partnership made total sense because of the strong affinity between Smith and Onitsuka Tiger.
The 50-year-old celebrity is still one of the most influential people in the business for his unique sense of humor and cross-cultural impact. Smith also actively engages in various projects such as those addressing environmental issues.
On the other hand, Onitsuka is currently expanding its social media presence. The company, which was founded in 1949, continues to offer Japanese technology and craftsmanship to the world via product design, as well as make social contributions.