Blast Radius Celebrates Amsterdam for Onitsuka Tiger

By Erik Oster 

Blast Radius continues its “My Town My Tracks” campaign for ASICS’ Onitsuka Tiger, promoting the Harandia MT,  “a sneaker-boot inspired by winter running and crafted for the colder months in an urban environment.”

In the last installment of “My Town My Tracks,” Blast Radius focused on Erik Garbo, a student of Italian and Japanese descent living in Milan. This time, Blast Radius focuses on its own city, Amsterdam, and Tosao, a young entrepreneur of Japanese and Dutch descent. As in previous installments of the campaign, Tosao takes viewers on a tour of his neighborhood — De Jordaan, in the northwest section of the city — while introducing his friends and favorite hangouts.


“Onitsuka Tiger is a brand for all seasons and this is evident in our AW14 models,” said Lisa Hogg, Onitsuka Tiger’s head of brand management. “We present our new collection in Amsterdam, a city of cultural secrets where every street, canal and courtyard has a story. Tosao’s My Town My Tracks through De Jordaan reflects our brand values and belief in individuality and urban culture.”

In addition to the video, the campaign also includes print elements, with stills captured by photographer Fleur Bolt, and social components on Twitter and Instagram.


Brand: Onitsuka Tiger

Campaign: My Town My Tracks (AW14)

Creative Agency: Blast Radius

Karian Weijers – Art Director

Vanessa Inggs – Copywriter

Jake Graydon – Motion Designer

Simon Neate-Stidson – Strategy Director

Alicia Piper– Producer

Mady Angelino – Producer

Lucille Moreau – Client Director

Manos Magoulas – Client Director

Production Company: City PUP

Post-production: Marlon Gervacio

Photographer: Fleur Bolt

Executive Producer: Jennifer Jeltes

Director: Marlon Gervacio

Music title & Artist: Star Atlete

Designer: Jake Graydon

Stylist: April Jumelet