The Athlete's Foot is rolling out a new store look, logo and digital presence in a bid to gain a greater presence in the market.
The Athlete’s Foot has undergone a massive rebrand, supported by its first brand advertising campaign in more than five years.
The sports footwear retailer is repositioning itself with a focus on helping Australians improve their performance.
The Athlete’s Foot head of marketing Caroline Squire admits the brand’s purpose had become a little diluted over the past few years.
“We are focusing on what we offer that no other store can – all underpinned with a concrete understanding of what Australian consumers want from a performance footwear retailer: a unique personalised fit experience coupled with our shoe technology knowledge and customer service, and how that can make a real difference to our customers’ performance goals,” she says.
The new campaign focuses on the ‘everyday athlete’ competing against themselves - and the fact that a personal best is made to be broken.
The ads promote the benefits of its MyFit technology, which helps pairs people with the correct pair of shoes.
“This brand evolution is far more than a new logo or ad campaign. It’s about personalisation across all elements,” Squire adds.
The brand campaign launching today was created by 14Forty with strategic brand positioning and redesign work from RE and media buying support via Initiative.
It will appear across FTA TV, Pay TV, YouTube and social media.
