Celebrating movement
in all its forms
Overview
ICON partnered with The Athlete’s Foot to develop and execute two multi-channel creative campaigns aimed at reinforcing the brand’s core message: ensuring the perfect fit for every customer.
The campaigns, Fit For Every Run and Back to School, were designed to celebrate movement in all its forms, resonate with diverse audiences and elevate the brand’s presence across various marketing channels. Through compelling storytelling, dynamic visuals and a holistic activation strategy, ICON successfully shifted the brand’s focus from traditional product-centric messaging to a more lifestyle-driven narrative.
BACKGROUND
Historically, brand campaigns were TVC-centred, with an emphasis on products and in-store experiences. Recognising the need for a refreshed approach, The Athlete’s Foot engaged ICON to develop a creative platform that would:
Establish a consistent brand narrative
Expand messaging beyond product features
Engage audiences through an integrated, multi-channel campaign
Differentiate The Athlete’s Foot from competitors by focusing on inclusivity and lifestyle appeal.
The 'Fit For
Every Run' Campaign
Celebrated diverse interpretations of running, from competitive athletes to everyday movers.
Featured engaging storytelling with characters such as a triathlete, a nurse, and a schoolchild, showcasing different types of movement.
Spanned multiple channels, including TVC, out-of-home (OOH), in-store activations and an extensive digital and social media rollout.
Shifted The Athlete’s Foot’s messaging from a product-driven approach to a lifestyle-led narrative.
The 'Back to
School' Campaign
Extended the momentum from ‘Fit For Every Run’ to focus on children's active lifestyles.
Used dynamic animations to highlight movement through a school day, from rushing to class to playground energy .
Maintained a cohesive brand feel with an energetic and playful twist.
Ensured broad campaign reach through a 360-degree activation strategy, including cinema, out-of-home (OOH), in-store activations and social media.
Results
Strengthened brand perception by aligning The Athlete’s Foot with active lifestyles rather than just footwear.
Enhanced customer engagement across multiple touchpoints with creative and interactive content.
Expanded reach and impact through diverse media channels, improving brand recall and affinity.
Positioned The Athlete’s Foot as an inclusive, movement-driven brand that resonates with a broad audience.
Services
Creative ideation and art direction
Multi-channel campaign execution
Production of video, audio and static assets
Animation
