ICON helps The Athlete’s Foot lace up its ‘Fit For Every Run’ campaign
Footwear retailer, The Athlete’s Foot, has released ‘Fit For Every Run’ – a new creative, above-the-line campaign with assistance from creative comms agency, ICON.
‘Fit For Every Run’ was developed to serve as a celebration of movement, acknowledging the various ways people get moving, whether its on a sports field, running or more. It spotlights all types of people, such as a triathlete, a shift-bound nurse, and a child on the way out from school.
The campaign sits atop the retailer’s standard “product listings and in-store experiences” focus, ultimately incorporating “the joy of an active lifestyle” into The Athlete’s Foot’s identity and highlighting it.
Additionally, by showcasing a range of people, ‘Fit For Every Run’ emphasises the brand’s selling proposition, while seeking to mirror the various “athletic inspired lifestyle[s]” that are present within the world.
“At The Athlete’s Foot, we understand that exercise is deeply personal – it’s about finding the right fit for every athlete’s unique journey, be that on the sports field, at park run, or even running to work,” explained the brand’s head of marketing, Heidi Fisher.
“Our ‘Fit For Every Run’ campaign champions the idea that no matter how, where, or why you run, The Athlete’s Foot is here to help you find the perfect fit to support your goals.”
When asked about the platform, ICON’s senior creative, Kenneth E. Parris said the agency’s goal was to go against the norm by being “bold and inclusive”.
“With ‘Fit For Every Run,’ our goal was to create something bold and inclusive that breaks away from conventional narratives, celebrating the diversity of runners and visually capturing how it feels to wear a great-fitting pair of shoes,” Parris said.
“From concept to post-production, the creative focused on heightening the expression of the experience people feel on all types of runs, whether it’s a triathlete on the trail or someone on their way to work.”
“With this campaign, we wanted to bring to life the diversity and joy of running in all its forms,” added Georgina Rees, ICON’s executive director of creative and campaigns.
“This can mean so many things to different people, and it was important for us to capture those moments in a way that feels authentic and memorable.”
‘Fit For Every Run’ is in the market across in-store, point of sale, out-of-home and broadcast channels, on top of social media and a 360-degree activation. RCJ Media purchased and planned the platform’s media.
Credits:
Client: The Athlete’s Foot
Head of Marketing: Heidi Fisher
Content Marketing Lead: Mairead Comerford
Creative Agency: ICON
Senior Creative-Art Director: Kenneth E. Parris III Senior Creative-Copywriter: Gareth Fitzpatrick
Senior Art Director: Simone Parravicini
Executive Director of Creative & Campaigns: Georgina Rees
Creative Producer: Aaron Scullion Senior Designer: Christopher Lewis Art Director & Designer: Marc Hoyler Creative Operations Manager: Emily Han
Film Production: Quiet Conqueror
Director: Arthur Chan Producer: Michaela Le
Director of Photography: Don Buppapirak
Editor: Jason Tran
Colourist: Alina Bermingham
Photographer: Steve Greenaway
Photographer Assist: Kurt Bingham
Media: Russell Curtis & Janes Media Advertising
Key Account Manager: Cass Dalla Costa Account Manager: Isabella Sciarra
Head of Client Services: Denise Spadafora
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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