The Athlete’s Foot extends ‘Fit For Every Run’ platform with back-to-school campaign
The Athlete’s Foot has launched a back-to-sschool campaign, celebrating the excitement and energy of the new schooling year, via ICON.
The multi-channel campaign continues “the message of movement in all its forms”, focusing on kids and their active lifestyles, as an extension of the footwear retailer’s ‘Fit For Every Run’ brand platform.
It spotlights moments of youthful motion – whether its dashing into the classic, dancing in the schoolyard, racing to the finish line, and more.
“For our back to school campaign, we wanted to capture the excitement and energy that kids bring to every moment,” said Heidi Fisher, head of marketing at The Athlete’s Foot.
“This year’s creative focuses on the joy in those everyday moments, and shows how the right fit empowers kids to feel confident, be active, and ready for every school day adventure.
“We hope it also fuels confidence in parents that we have the range for school and sport shoes and that they will last the distance,” Fisher added.
ICON’s executive director of creative and campaigns, Georgina Rees, said: “This campaign builds on the energy we established with ‘Fit For Every Run’, but with a playful twist.
“We wanted to capture moments of movement throughout a school day, from mayhem at the first bell, to charging out of the gates at home time. All with a healthy dose of playful attitude in line with ‘Fit For Every Run’.”
Kenneth E. Parris III, senior creative at the agency, who led the creative development and post-production, concluded: “When you’re a kid, a great-fitting pair of shoes makes you feel like you can do anything: run faster, jump higher, even fly.
“The Athlete’s Foot’s core message of finding the perfect fit and our ‘Fit For Every Run’ campaign allowed us to bring this insight to life by capturing the unbound energy, self-expression, and a touch of rebellion that we all secretly admire in kids.”
The campaign is live across Australia and New Zealand via broadcast, cinema, OOH, POS, and in-store activations, and is supported by a comprehensive social media rollout.
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
Colourist: Marcus Friedlander
Photographer: Steve Greenaway
Photographer Assist: Kurt Bingham
Animation and VFX: Studio 3AM
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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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
2025
Back to school
Campaign
Georgina Rees
Heidi Fisher
Icon
Icon Agency
Kenneth Parris III
The Athletes Foot
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