Onitsuka Tiger roars into Liverpool

Sports fashion brand Onitsuka Tiger roared up the creative community of Liverpool. The city's iconic Liver Building was transformed into a 'Tiger Building' by the original and innovative Japanese brand. To mark the launch of Onitsuka's new store situated on Liverpool's College Lane, the historic Liver Building and Liver Bird statue underwent a remarkable transformation. By using a massive projector, of which there is only one in the country, the feathers of the bird's wings took on the black and orange colours of a tiger.

The new Liverpool store is Onitsuka Tiger's first UK opening outside of London. Other Liverpool landmarks including Radio City Tower (St John's Beacon) and the elegant Queensway Mersey Tunnel ventilation shaft also earned their Onitsuka Tiger stripes on the launch night, temporarily transforming the city's skyline to mark the launch of the new Liverpool store.

Paul Durr, Onitsuka Tiger Sales and Marketing Manager comments; "Onitsuka Tiger is one of Japan's most iconic fashion brands and the Liver Bird is recognised worldwide as the symbol of the great city of Liverpool, so what better way to mark the store's opening than to fuse the two? This is our first store in the UK outside of London and we really wanted Onitsuka Tiger to roar its way into Liverpool - one of the most exciting and coolest cities in the world."

The store will showcase the brand's footwear collections, as well as menswear, womenswear and accessories incorporating traditional Japanese methods with contemporary designs. Collaboration ranges such as the Edwin jeans range and an exclusive trainer range with lifestyle brand tokidoki will also be on display.

In 1949, Kihachiro Onitsuka established Onitsuka Co. Ltd., with the goal of promoting a sound and healthy Japanese youth through sports. At that time, Onitsuka was known as the first specialized maker of gym shoes in Japan.

Image: Onitsuka Tiger