Can Your Shoebox Do That? Onitsuka Tiger's Magical Puzzle

The shoe company's newest ad campaign features a real-live Japanese tansu box. Will anyone notice?

We've seen (and yawned at) Adidas's augmented-reality-equipped sneakers. Well check out Onitsuka Tiger's new Web site and ad campaign--it's AR come to life.

That giant tansu puzzle box shoe? Well, it's real. Ad agency Amsterdam Worldwide hired Niigata tansu masters Ogura Tansu Ten to build a five-foot-long Tiger shoe out of traditional Japanese puzzle boxes--the kind that hide secret...