Onitsuka Tiger, the Japanese sports lifestyle brand, has appointed LOVE as the brand’s global lead agency.

The Manchester agency won the account after a three-way pitch process involving agencies from Copenhagen and Madrid, and has begun strategic and campaign planning for 2015.

LOVE has previous experience in the sector with Adidas, Nike, Umbro and Levi Strauss & Co.

LOVE's Trevor Cairns

LOVE’s Trevor Cairns

CEO Trevor Cairns is also familiar with the sector after spending 13 years at Nike, where he was global CMO for Umbro, then a Nike brand.

He said: “The sports lifestyle sector is a cluttered market with many of the big players communicating in a very similar way. We have an opportunity to create a distinct tone of voice that will guide the brand’s behaviour long-term, provoke reactions and ensure Onitsuka Tiger resonates with a broader audience.”

Lisa Hogg, head of brand management at Onitsuka Tiger, added: “We were looking for a partner that could work with us to take the Onitsuka Tiger brand to the next level.

“LOVE’s response was a platform idea that’s true to the brand’s rich heritage and will provide endless engagement opportunities across all channels to tell our story.”

LOVE recently completed a project for Onitsuka Tiger’s sister brand, Asics. It will report into the Onitsuka Tiger European marketing team in Amsterdam.