The Athlete’s Foot launches new creative campaign ‘Fit For Every Run’ via ICON

Leading athletic and lifestyle footwear retailer The Athlete’s Foot has unveiled a refreshed above-the-line creative campaign ‘Fit For Every Run’, created in partnership with creative communications agency ICON.

Developed to celebrate movement in all its forms, ‘Fit For Every Run’ embraces the diverse ways people stay active, from running on the track, to tackling rugged trails or playing on the sports field. The creative showcases a variety of individuals, including a triathlete navigating challenging terrain, a nurse on her way to a hospital shift, and a child being first out of the gate as they finish the school day.

The creative campaign spans multiple channels, including broadcast, out-of-home, point of sale and in-store, plus an extensive social media rollout, delivering a dynamic 360-degree activation.

The new creative marks a bold shift for The Athlete’s Foot, building upon its traditional focus on product listings and in-store experiences, by embracing the joy of an active lifestyle as a core part of the brand’s identity.

The campaign highlights The Athlete’s Foot’s unique selling proposition: providing the perfect fitted shoe for every customer, no matter the style or goal, and aims to reflect the broad spectrum of an athletic inspired lifestyle.

Says Heidi Fisher, head of marketing at The Athlete’s Foot: “At The Athlete’s Foot, we understand that exercise is deeply personal – it’s about finding the right fit for every athlete’s unique journey, be that on the sports field, at park run, or even running to work. Our ‘Fit For Every Run’ campaign champions the idea that no matter how, where, or why you run, The Athlete’s Foot is here to help you find the perfect fit to support your goals.”

Georgina Rees, executive director of creative and campaigns at ICON, shared the agency’s excitement about collaborating on the project: “With this campaign, we wanted to bring to life the diversity and joy of running in all its forms. This can mean so many things to different people, and it was important for us to capture those moments in a way that feels authentic and memorable.”

Says Kenneth E. Parris III, senior creative at ICON: With ‘Fit For Every Run,’ our goal was to create something bold and inclusive that breaks away from conventional narratives, celebrating the diversity of runners and visually capturing how it feels to wear a great-fitting pair of shoes. From concept to post-production, the creative focused on heightening the expression of the experience people feel on all types of runs, whether it’s a triathlete on the trail or someone on their way to work.”

Fit For Every Run media was planned and bought by RCJ Media.

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
Editor: Jason Tran
Colourist: Alina Bermingham
Photographer: Steve Greenaway
Photographer Assist: Kurt Bingham

Media: Russell Curtis & Janes Media Advertising
Key Account Manager: Cass Dalla Costa
Account Manager: Isabella Sciarra
Head of Client Services: Denise Spadafora