Onitsuka Tiger × Intel World Open – Esports Uniform Campaign

Creative Strategist | Complex

The Opportunity

Onitsuka Tiger—heritage Japanese brand under ASICS known for designs like the iconic Mexico 66—was tapped to design the official uniforms for the Intel World Open, a global esports tournament X (formerly Twitter)+7Onitsuka Tiger+7Onitsuka Tiger+7Wikipedia+3Wikipedia+3Wikipedia+3. This was a unique chance to bridge sportswear legacy with gaming culture, positioning the brand at the intersection of fashion, performance, and inclusivity.

The Strategic Role

As Creative Strategist, I was charged with shaping a cohesive narrative that connected Onitsuka Tiger’s rich legacy to the dynamic, inclusive world of esports. My responsibilities included:

  • Narrative Development: Curated a strategic framework positioning the uniform not just as apparel, but as a symbol that celebrates the future of sport and the limitless potential of gaming.

  • Design Alignment: Guided creative direction to ensure the collection—tracksuits, tees, long-sleeves, shoes—reflected both comfort and gaming culture. These designs incorporated color motifs from featured games like Street Fighter and Rocket League Onitsuka Tiger.

  • Content Strategy: Embedded the campaign with storytelling momentum, leveraging Onitsuka Tiger’s “Tomo’s Game Room” YouTube series starring Tomohisa Yamashita to reinforce themes of inclusivity and esports accessibility +9Geek Culture+9WB IISG+9.

  • Cultural Curation: Positioned the uniform and its limited replica tees (just 120 pieces made available) as collectible design objects—fusing sports heritage, streetwear appeal, and gaming fandom Geek Culture+1.

Impact & Outcomes

  • Redefined Brand Narrative: Elevated Onitsuka Tiger’s identity from retro-lifestyle sneaker label to a culturally fluid brand that authentically belongs in the esports ecosystem.

  • Cultural Touchpoint Activation: The collaboration with Yamashita's video series brought emotional resonance, showing a newcomer’s learning journey through gaming—making the brand part of a broader, inclusive narrative Onitsuka Tiger+11Geek Culture+11Wikipedia+11.

  • Collector Culture Buzz: The scarcity of replica uniforms created FOMO and desirability, enhancing brand cachet within streetwear and gamer circles.

Why This Matters

In a crowded esports sponsorship landscape, this project stood out—not by default placement, but by creative integrity. It wasn’t just branded gear; it was wearable storytelling, reflecting both Onitsuka Tiger’s heritage and the radical inclusivity of esports. That’s the power of strategy with culture at its core.