Pharrell Williams Puts His Boots on to Explore Tokyo in Palladium's 'Tokyo Rising' Campaign
International Exploration Campaign Breaks September 1, 2011
WESTLAKE VILLAGE, Calif., Sept. 1, 2011 -- On the heels of a highly successful exploration campaign featuringJohnny Knoxville in Detroit, heritage boot brand Palladium announces the launch of the brand's Fall/Winter 2011 international ad campaign featuring musician, producer and designer Pharrell Williams. The new campaign, entitled Tokyo Rising, documents Pharrell as he explores the city's hidden treasures, interviews locals and uncovers an inspiring resiliency in Tokyo, Japan in the aftermath of the events of 3/11. The campaign will appear in print and online and is comprised of a documentary film short led by Williams, as well as a selection of images that capture his exploration into the depths of a rising Tokyo subculture.
"Palladium's core message is about urban exploring and putting your boots on to find out what's beyond the tourist guidebook," said Barney Waters, vice president of marketing for Palladium. "Tokyo is one of the great cities of the world and we felt there was a whole layer of the city's story that wasn't being told in the aftermath of the natural disaster of 3/11. We wanted to go back and see for ourselves how the young creative class was dealing with the aftermath, and what their vision was for the vibrant future ofTokyo."
Originally the maker of tires for military aircrafts, Palladium has been making boots for urban exploration since 1947. Embarking on the latest trek with its Fall/Winter 2011 collection, the brand was inspired by Tokyo's majestic presence and cultural impact around the globe. Featured locations were chosen because of their relatively bottled magnificence and limited access, which the exploration uncovers. Descending into Tokyo's "underground palace" that rests several stories beneath the surface, Tokyo Rising highlights a concrete example of the city's ability to triumph through innovation and persistence. That same resilience is apparent in the campaign's featured DIY spaces and art galleries, run by young locals who are willing to go the distance for Tokyo in the face of adversity. Through intimate interviews with artists including Ambush Design co-founder and musician Verbal of the Teriyaki Boyz and electropop band the Trippple Nippples, the campaign provides insight on the spirit of Tokyo's creative class, showing their renewed commitment to the city and their vision for its vibrant future.
"I find great inspiration in Tokyo from the people," said Pharrell Williams. "To me, the way that the Japanese people regard life and culture is completely unmatched. Tokyo is my second home and I jumped at the chance to come back and reconnect with friends during the exploration."
To explore Tokyo to its fullest, Pharrell wears Palladium's Baggy Leather Gusset boot which is part of the brand's new Waterproof Collection, featuring a Waterproof Oily Nubuck Leather on the upper, waterproof insole board, waterproof thread for stitching and sealed seams to keep moisture out. The Waterproof Collection features five distinct styles and ranges in price from$95.00-$120.00. In a later installment of the campaign, Pharrell will be seen in Palladium's Baggy Leather S winter boot, part of the brand's Pilot Collection which launches in September. The Pilot Collection, inspired by authentic bomber jackets, uses an Aniline, antiqued cracked leather which wears beautifully over time. A shearling lining provides maximized warmth and comfort during colder months. The Pilot Collection features seven distinct styles and will retail from $80.00-$120.00.
The Tokyo Rising campaign will run from September 1, 2011 until December 31, 2011 and will appear in print publications such as SPIN, Vice, VIBE, NYLON Guys and Complex. Online advertisements will appear on sites including Facebook, YouTube, Complex, Hypebeast and Karmaloop, among others. The campaign was created with agency partner Virtue and the Tokyo Rising film was directed by Virtue's Thalia Mavros. Tokyo Rising is part of an ongoing series of urban explorations. Prior to Palladium's Tokyo journey, the brand ventured to Detroit, Los Angeles, Berlin and the hidden world of Pirate Radio in London. For more information about Palladium, Tokyo Rising and the new Waterproof and Pilot collections, please visitwww.palladiumboots.com.
Palladium was founded in 1920 to make aircraft tires for the aviation industry. In 1947, after the end of WWII saw demand for tires dry up, Palladium put their canvas and rubber expertise to use by making boots that were as hard wearing as their tires. Palladium soon became outfitters of the legendary French Foreign Legion with their classic canvas Pampa boot. Over 60 years later the timeless design of Palladium's signature Pampa boot is as relevant as ever and available once again for explorers worldwide. For further information, please visit www.palladiumboots.com.
About Pharrell Williams
Grammy Award winning singer, songwriter and producer Pharrell Williams has made history for being one of the most successful and prolific artists to emerge during the last decade. As part of the beat-making duo The Neptunes with Chad Hugoand the alternative rock trio N.E.R.D. with Chad and childhood friend Shae Haley, Pharrell has helped A-List pop stars sell millions of albums and even earn Grammy Awards for the likes of Justin Timberlake, Nelly, and Usher. William's unique style and creative aesthetic has been a fore in several successful businesses outside the world of music. These include founding the popular clothing brands, Billionaire Boys Club and Ice Cream, as well as designing limited edition jewelry and accessories forLouis Vuitton. Williams is also a partner in Bionic Yarn, a 3 year old textile firm based in New York dedicated to developing environmentally sustainable fabrics using recycled plastic bottles. Lastly, he recently scored Illumination Entertainment's animated film Despicable Me featuring the voices of Steve Carell and Russell Brand.