The Athlete’s Foot & TikTok launch Australia-first campaign

To celebrate the launch of the new Asics Gel-Kayano 28, footwear retailer, The Athletes Foot has partnered with TikTok to turn its ‘For You Feed’ into a virtual running track, in a campaign launching today.

This is the first time an Australian brand has built out sequential storytelling using multiple advertising formats on TikTok across the ‘For You Feed.’


TikTok partners with Athlete’s Foot in an Australia-first campaign

The campaign has launched today with a TopView ad placement, with Australians able to participate in a virtual race through their own personalised ‘For You Feed’.

Following the TopView ad, the race will be kick-started by TikTok lifestyle creator @sarahmagusara who will feature in an in-feed placements, encouraging the TikTok community to race her through their ‘For You Feed’ to catch her and the new Kayanos.

As those on the platform scroll, their ‘For You Feed’ will become a race track, with the different in-feed ad placements acting as sign posts and taking them on a journey to the finish line. The lucky few in the community to get to the final ad placement and catch Sarah and will have a chance to win a pair of the new ASICS Gel-Kayano 28.

As part of its overall creator-led approach to the campaign, The Athlete’s Foot also engaged TikTok creators @alexis_bree and @zaraliang to develop organic content to go live following the ‘For You Feed’ race. Each creator will put their creative spin on topics such as the benefits of the shoes and why Australians should purchase from The Athlete’s Foot. TikTok’s Creator Solutions team was engaged for this activity to help onboard and manage the creators.

Following the race, The Athlete’s Foot will also be running in-feed ads spotlighting the Asics Gel-Kayano 28 shoes and showcasing the company’s broader range of products.

Deena Colman, general manager, marketing and group creative, said: “We’re always looking at innovative ways to deliver our key marketing campaigns, and given the different storytelling opportunity presented by TikTok we were instantly on board with the idea to build a bespoke campaign for the launch of the Asics Gel-Kayano 28 at The Athlete’s Foot.

“Underpinning the concept are some incredibly talented creators and we’re excited about the co-creation opportunity this opens up and their ability to speak authentically and directly to the TikTok community.”

Brett Armstrong, general manager of TikTok global business solutions, Australia and New Zealand, said: “What makes this campaign special is that it leverages TikTok’s participatory culture and our ability to creatively tell stories in advertising by encouraging the community to race creators across our ‘For You Page’. It’s clear from this partnership that The Athlete’s Foot really understand the power of TikTok in connecting with diverse audiences in an innovative and fun way.”

The Athlete’s Foot joins retail brands including Big W, Officeworks, eBay and Bonds, which have partnered with TikTok to run creative campaigns for Australian audiences.

Campaign credits 
Accent Group
  • Deena Colman, General Manager Marketing & Group Creative, Accent Group
  • Arlene Hubbard, Senior Marketing Manager, The Athlete’s Foot
  • Caitriona OConnell, Social Media Strategist, Accent Group
  • Haley Battersby, Social Media Specialist, Accent Group

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.