Japanese fashion brand ropes in Willow Smith as brand ambassador

Singer and actor Willow Smith has been roped in as the brand ambassador of Japanese fashion brand Onitsuka Tiger.

Smith has featured in the brand’s latest advertising campaign, donning different looks from Onitsuka Tiger’s Fall/Winter 2020 collection. The brand said it will donate a part of the proceeds of the sale of this campaign to the NAACP Legal Defense and Educational Fund to support their efforts in the #BlackLivesMatter movement.

Speaking about her collaboration with the brand, “The Anxiety” artiste said: “I immediately connected with Onitsuka Tiger’s vision for their new campaign. I loved that we were able to align both of our energies and create something that promotes a positive existence in this world. I’m excited for the future of the brand."

Andrea Pompilio, Creative Director of Onitsuka Tiger said: "With awareness of what's going on in our world today, the environment we live in, and the planet we have to take care of! In this campaign, we expressed Willow’s natural beauty and strength as well as her love for the Earth which oozed from the bottom of her soul."