Asics Onitsuka Tiger - Hero Breath
For Onitsuka Tiger, as part of a hugely successful campaign leveraging iconic Japanese culture, we created the world's first legal performance-enhancing drug, and called it "Hero Breath." The cans were filled with the actual breath of Japanese gold medalists from the'64 Olympics, and distributed to influencers and the trade.
Editorial coverage, ranging from Italian Vogue to Sportswear International, reached an estimated 16 million readers worldwide. The Tokyo '64 collection completely sold out. The controversial can of 'legal dope' has since become an e-bay collectible. This campaign was done in StrawberryFrog's Amsterdam office.
