Blast Radius Amsterdam has been selected by Onitsuka Tiger to pick up its global marketing communication account as from 2013 – speaking of long term planning! Already in the beginning of 2011 Amsterdam Worldwide broke with Onitsuka. The agency very succesfully made an icon of the Onitsuka Tiger shoe by creating different Japanese worlds around it – the last one was the Tansu sneaker that won a golden design Lion in Cannes in 2010. Anyway, we haven’t heard much from the Japanese sports-lifestyle brand – except that they recently closed the Amsterdam flagship store. Lisa Hogg, Head of Brand Management at Onitsuka Tiger Europe says: “Based on the continuous need of brands to remain relevant, we felt it was imperative to align with an agency that could deliver a full campaign approach and not just an idea. Onitsuka Tiger is at the beginning of redefining how we connect with our consumers and we are confident that Blast Radius is the right partner for the task.” Blast Radius has been here already for quite a few years, but they’ve operated under the radar most of the time – which is a bit odd for a digital agency. Hopefully we’ll hear more from them with this new account – we actually received a press realease! In any case, good that Onitsuka is back in Amsterdam.