Willow Smith is The New Global Ambassador of Onitsuka Tiger

The American singer & actress stars in the Japanese brand's Fall 2020 ad campaign!

For their Fall 2020 collection, one of the oldest footwear brands in Japan, Onitsuka Tiger has tapped Willow Smith to front their campaign as ambassador. In the shoot which was done before the Covid19 pandemic, the American singer and actress wears different looks ranging from colourful patchwork pieces to military-inspired windbreakers and jackets.

As one of the oldest footwear brands in Japan, Onitsuka Tiger has a commanding retail presence in Tokyo, which is where it all began. Launched in 1949, the brand started with basketball shoes before quickly expanding into other categories. But lately, Onitsuka Tiger has been gaining traction in other parts of the world.

This is what the brand had to say about the signing

Willow Smith forges a unique genre within the world of Onitsuka Tiger, while perfectly complimenting the brand’s contemporary aesthetic. In this special partnership, she pays homage to our heritage and innovative spirit, while infusing her own uncommon style. In our new campaign, Willow wears pieces from Autumn-Winter 2020. This collection exemplifies the fusion of pop art, fashion and sportswear through the use of colorful patchwork, mixed media and unexpected combinations.

“I loved that we were able to align both of our energies and create something that promotes a positive existence in this world. I’m excited for the future of the brand,” Willow Smith said in a statement.