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.


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



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