Author Archives: Raphaël Mazoyer

“Many Steps” by Takayuki Akachi for Onitsuka Tiger

Posted on 7 May 2011 by Raphaël Mazoyer

MANY STEPS from Takayuki Akachi for Onitsuka Tiger. Possibly our most successful piece of digital marketing ever, if you want to call it that. Relevance in a specific cultural context is a given for our products, and we‘ve now brought … Continue reading →

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Talking about Japan

Posted on 11 April 2011 by Raphaël Mazoyer

Talking with Ian and Marxy over at Néojaponisme about the heritage of Onitsuka Tiger, around work they’re doing with us this year. What is the point for a brand like ours to promote a certain idea of Japan? What message … Continue reading →

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Real beauty

Posted on 31 March 2011 by Raphaël Mazoyer

Today, I was reminded of how much I dislike advertising: having depleted my supply of fancy soap, I’m currently using a bar of Dove I picked up at the supermarket (no choice). Dove is often talked about with awe or … Continue reading →

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Not talking about My ASICS

Posted on 28 February 2011 by Raphaël Mazoyer

I posted about the new Onitsuka Tiger web site, but not about the new My ASICS service I’ve been working on, with Mairéad, Loucas, our colleagues at the Institute of Sport Science and particularly Tagawa-san, Tokyo-based web design studio AQ, … Continue reading →

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Onitsuka Tiger: now in HTML5!

Posted on 25 February 2011 by Raphaël Mazoyer

A couple of weeks ago, we launched a revamp of the Onitsuka Tiger web site: Built for us by CloudRaker (of Montreal) in HTML5 and powered by The Plant (of Tokyo and Hangzhou) using their new Qor content management system, … Continue reading →

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Technology to enhance shoppers’ in-store experience (hint: don’t bother!)

Posted on 23 January 2011 by Raphaël Mazoyer

Recent reports of a tie-up between Adidas and Intel to enhance the shopping experience with technology are leaving me cold. I think this is largely irrelevant, and a waste of money. The best shopping experiences deal with store setup (merchandizing, … Continue reading →

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Holiday gifts for user experience amateurs

Posted on 19 December 2010 by Raphaël Mazoyer

A colleague asked me for some reading tips, here are a few books I recommend for people who have an interest in user experience. Nothing bleeding-edge, but solid references with plenty of relevance for today’s UX work. Don’t Make Me … Continue reading →

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Like it’s 1999: the rise of mobile marketing

Posted on 7 December 2010 by Raphaël Mazoyer

A few days ago, Harald Neidhardt of MLOVE invited me to speak at the Sportswear International E-Fashion summit, in the mobile breakout session. The topic of my presentation was “The Authentic and the Effective”, and aimed at covering brand heritage … Continue reading →

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Quality drop on the iPhone

Posted on 6 December 2010 by Raphaël Mazoyer

I’m in iPhone-analysis mode, will get this out of my system! Since the introduction of the spellchecker, I’ve experienced a significant drop in speed and accuracy of typing. My spelling is usually pretty good, and the initial iPhone models’ input … Continue reading →

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iOS: de-abstracting the interface

Posted on 5 December 2010 by Raphaël Mazoyer

Apple’s choice to remove the concept of files from the interface of the iDevices strikes me as a huge step. For a large number of people, the file (along with the folder, or “directory” for the old-fashioned people out there) … Continue reading →

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