Boxed Stories-Made Of Japan

In May 2011 Onitsuka Tiger joined forces with Shoes Up, a well established pop culture magazine which operates in France, to shed some light on an important aspect of their products; the box.

The article tells the story of the box and it's adventure from their production warehouse to being shipped all over the world and the final resting place, the hands of the consumer.

 (www.onitsukatiger.com, accessed 11/11/2012)

Shoes up imagined the journey of the California '78, from Japan to the US, and initiates a thought process of an object that is seem trivial to most consumers. The box acts as the protector of the shoes and it's brand history. The story was featured in Shoes Up magazine, in their online catalogs and on the Onitsuka Tiger website.