Onitsuka Tiger Launches AW24 Campaign Visuals With Conan Gray
The brand’s latest campaign combines archival pieces with its new collection, showcasing its ability to evolve while remaining true to its defining elements.
Onitsuka Tiger has partnered with singer-songwriter Conan Gray to bring its AW24 campaign to life. Appointed as the Japanese fashion brand’s ambassador earlier this year, Gray captures a retro vibe in this latest campaign, showcasing unique outfits against the vibrant backdrop of Los Angeles.
Over the past five years, Gray has achieved remarkable success and acclaim with over 15 billion total streams, and his renowned authenticity present in his music. Known for chart-topping hits like ‘Maniac’ and ‘Heather,’ he has emerged as a defining voice for the new generation of artists, inspiring music and fashion enthusiasts alike. Beyond his music, Gray’s distinctive style and artistic expression have landed him on various best-dressed lists, embodying the individuality and innovation that Onitsuka Tiger represents.
In celebration of Onitsuka Tiger’s 75th anniversary, the AW24 campaign combines archival pieces, like classic track tops and its iconic sneakers, with fresh, cutting-edge designs.
This balance of old and new speaks to the brand’s ongoing commitment to quality and authenticity. The AW24 campaign honors Onitsuka Tiger's roots by showcasing its journey from a performance-focused sports brand to a global fashion staple. Each piece is a testament to the brand’s ability to evolve while staying true to the elements that have defined it over the decades.
Since its inception in 1949, Onitsuka Tiger has prioritized comfort and innovation in every creation. Founder Kihachiro Onitsuka launched the brand intending to promote youth health and well-being, aiming to provide footwear that supports an active lifestyle for the younger generation. While Onitsuka Tiger’s original designs have evolved to attract fashion-forward individuals worldwide, the brand’s Japanese heritage remains evident in its updated silhouettes and collaborations with various artists.
Despite these changes, the brand’s commitment to quality and craftsmanship has never wavered, ensuring that Onitsuka Tiger remains one of the most recognizable names in today's fashion landscape.
