poweredby.tokyo partnered with Australian sneaker retailer Hype DC and Japanese footwear pioneers Onitsuka Tiger to tell a story of heritage, innovation, and continued relevance.
The roots of Onitsuka Tiger can be traced back to the first pair of shoes Kihachiro Onitsuka created in his living room in Kobe, Japan, in 1949.
The company would go on to define postwar Japan’s spirit of athletic innovation, and the Onitsuka Tiger brand continues to offer modern interpretations of heritage silhouettes for today. This blend of classic Japanese style with contemporary flair was the inspiration for this collaboration. It explores the foundations of footwear brands at Hype DC.
“Onitsuka Tiger, Memories of Kobe” is an ethereal short that explores the collision between past and present, the traditional and the modern, and their undeniable connection to each other.
We wanted to communicate this legacy while also showcasing the brand’s place in the contemporary fashion landscape.
We explored this duality by creating a story involving two Japanese young people, each representing one-half of the brand’s identity, her representing the past and history, him modern fashion. Each hero is on a journey to each other’s respective place, crossing paths and completing the brand along the way.
To move forward, one must build on the past,
one must build a dialogue between legacy and potential.
Film Director: Artem Skiy
Creative & Art Director: Chace Fedor
Producer: Anna Liu
Production Assistant: Tomoki Sea
Stylist: Chace Fedor
Models: Kanna Oyama & Yukihide Harada
Sound Recording: Marcel Lund
Editorial Design: Julie Guillot