Client: Yokohama Tire

ADVAN MERCH

STRATEGY + CREATIVE + MEDIA + PRODUCTION + SOCIAL + DIGITAL

01

The Challenge

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A shift in focus
The successful debut of the North American-exclusive ADVAN Apex sent ripples through our creative veins. Seeing an opportunity, we harnessed the moment and took an idea to the client that would elevate the vibe, bring in some heritage swagger, and turn Yokohama into a lifestyle statement, resonating beyond the asphalt.

02

The Approach

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Heritage meets hypebeast
ADVAN, the crown jewel in Yokohama's fleet, stands as the global standard-bearer, embodying the unparalleled performance, top-tier quality, and cutting-edge technologies that make Yokohama a household name. To honor the historic impact of this legendary tire, we crafted a modern-take on the classic “Challenge Spirit” bomber jacket from the ‘80s in our Life Enthusiast campaign. The reception was so good, people started demanding a re-launch of the iconic jacket. We were happy to oblige and recreated the jacket along with a matching hat and t-shirt to satisfy the appetite of the next gen gearheads.