ICON Agency has partnered with The Athlete’s Foot to evolve its flagship Brand and Back to School campaigns, building on the success of last year’s creative platform.
Rolling out across TVC, BVOD, cinema and digital, the refreshed campaigns mark a considered evolution of the brand’s “Fit For Every Run” platform, retaining its core idea of individuality and movement, while reenergising the storytelling, visual language and product narrative for a new season.
At the core of the creative is MyFit 3D, the brand’s proprietary fitting technology and enduring point of difference. Rather than reinventing the story, ICON focused on amplifying the brand’s truth, that the right fit empowers every journey, from schoolyard to marathon. Through nuanced storytelling and a renewed visual language, the refreshed work connects the brand’s promise of performance with everyday moments of motion.
To bring this to life, ICON reimagined product sequences across key footwear categories, integrating new imagery and refining transitions to showcase the latest range of footwear. The end frame was redesigned with an animated Fit Guarantee and refreshed brand mark, strengthening brand consistency across every touchpoint. Messaging was refined to reinforce The Athlete’s Foot’s position as the trusted expert in personalised fit, highlighting its continued focus on innovation, comfort and confidence.
Heidi Fisher, Head of Marketing at The Athlete’s Foot said: “The Athlete’s Foot has always been about more than shoes, it’s about giving every customer the confidence that comes from finding their perfect fit. This refresh builds on a campaign our customers already love, evolving it for the year ahead with renewed energy and focus. ICON has helped us bring that story to life in a way that feels fresh, authentic and unmistakably The Athlete’s Foot.”
Kenneth E. Parris III, Creative Director at ICON said: “The visual language we developed for The Athlete’s Foot was always intended to be a living, breathing mixed-media collage system that evolves with the brand’s message. This year, our Creative Team built on that foundation, pushing experimentation and expression of individuality even further. It’s bold yet refined, designed to feel immediate and human, embodying The Athlete’s Foot’s brand promise of a personalised fit for every run.”
The creative will run nationally across Australia and New Zealand for the next 12 months, maintaining a consistent brand presence year-round. The Brand campaign launched in October and will air through November, followed by the refreshed Back to School campaign launching in December and continuing throughout 2026 across TVC, BVOD, cinema and digital channels.
About ICON
ICON provides the communications blueprint for building trust and driving progress. As a full-service agency, ICON brings together strategy, creativity and digital innovation to help organisations navigate complexity, build public trust and drive meaningful change, delivering outcomes that matter.
Credits
Client: The Athlete’s Foot
Head of Marketing: Heidi Fisher
Content Marketing Lead: Mairead Comerford
Production:
Head of Production: Sam Cairns
Creative Director: Alex Wadelton / Kenneth E. Parris III
AD / Director: Marc Hoyer
Creative Producer: Aaron Scullion
Producer: Michaela Le
Director of Photography: Remy Brand
1st AC: Josh Miller
Grip: Johnathon Scott
Grip: Assist Daniel Wren
Runner: Nico Bruni
BTS videography: Jaden Eades
Editor: Bella Wang
Animation: 3AM
Audio: Mike Jabs
VO Talent: Big Mouth - Brittany Gallasch (AUS) / Alice Pearce (NZ)
Colour: Tim Whiting
Lead Talent: Peter Day / Lara Gya
Extra Talent: Elizabeth Donnelly / Louise Brown / Carol Lewis / Simon Lewis / Sam Cairns