The Athlete’s Foot celebrates unconventional sports people in BMF campaign

BMF is behind a new campaign for shoe retailer The Athlete’s Foot.

The first brand initiative for the company since the launch of the ‘Find Your Fit’ campaign pushes the importance of finding the right shoe to suit your sort of activity.

The campaign is driven by three documentary-style clips about people ‘finding their fit’ in how they exercise.

The videos include a husband and wife team of wife-carrying competitors:

A man who finds his calling as a professional marcher in rallies and protests.

And a oversized keyboard-dancer, with echoes of Tom Hanks’s character in the classic film, Big.

The series was directed by Hamish Rothweill for Goodoil Films.

Alice Telford, head of marketing at The Athlete’s Foot said: “The new campaign was required to engage emotionally with the consumer, announce our cross category offering and increase market share along with highlighting the importance of the right fit for you.”

In a statement, joint ECDs for BMF, Carlos Alija and Laura Sampedro, said: “The challenge of this campaign was to create a new brand platform, extending the benefit of having the right shoe fit into a more emotional territory: finding your fit in life.”

The TVCs, due to launch this week, will be supported by digital, print and point of sale.

Credits:

Agency: BMF
Client: The Athlete’s Foot
Production: Goodoil

Comments


  1. Lloyd
    19 Jul 12
    3:36 pm

  2. Awesome! Well done.

  3. Adrian
    19 Jul 12
    4:14 pm

  4. What awesome ad’s! The best I’ve seen! Hilarious! Love them!

  5. paul
    19 Jul 12
    4:50 pm

  6. Cool ads…

  7. big ears
    19 Jul 12
    9:53 pm

  8. I don’t get how this…

    “The new campaign was required to engage emotionally with the consumer, announce our cross category offering and increase market share along with highlighting the importance of the right fit for you.”

    …relates to the ads.

    But they are still very good indeed.

  9. Gabby
    20 Jul 12
    12:15 am

  10. Wife carrying is the best ad I’ve seen in a while.

  11. Ian Stevenson
    20 Jul 12
    1:33 pm

  12. ‘Wife Carrying’ – Funny ad..very good casting and well shot..i would liked a few more close-ups of her face when she’s hanging upside down, but apart from that ‘great job’.

    - Ian Stevenson
    Director

    http://www.ianstevenson.tv/
    https://www.facebook.com/IanStevenson.tv.film

  13. Spelling Nazi
    20 Jul 12
    4:35 pm

  14. Love the ads but the end frame of the second one killed me when I saw the old man proudly holding a sign that says “CATERPILLERS”…

    Correct me if i’m wrong but it shouldn’t it read CATERPILLARSr. The main banner seems to have the correct spelling but the smaller ones caught my eye. It just left an annoying touch to what is quite a nicely scripted series of ads.

  15. Sue
    20 Jul 12
    6:50 pm

  16. @ spelling Nazi
    Seems more like a joke. I agree it’s a nice campaign.