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February 11th, 2009

ASICS turns 60 this year and to celebrate they’e hired Amsterdam Worldwide(a very very young communications agency) to do a year long campaign for their heritage sneaker and apparel brand, Onitsuka Tiger.  The promotion is called ‘The Cycle of Life’.  This is a sweet video they’ve created for the campaign.  In Japan there is huge significance around a 60 year milemarker and the ‘Cycle of Life’ based off of the Japanese Zodiac calendar.  According to Zodiac legend, 13 animals raced each other to secure a spot on the Zodiac Calendar, and this comprises the campaign.  Read more in the press release.  Such a cool way to celebrate a birthday.