Celebrating the excitement and energy of the new school year.
Athletic and lifestyle footwear retailer The Athlete’s Foot has extended the momentum from its Fit For Every Run refresh with a Back to School activation, developed in collaboration with creative communications agency, ICON.
The multi-channel campaign, launching today across Australia and New Zealand, celebrates the excitement and energy of the new school year.
Continuing the message of movement in all its forms, the campaign focuses on kids and their active lifestyles. The key visuals are elevated by dynamic animations created by Studio 3AM, spotlighting moments of youthful motion, whether it's dashing into the classroom, dancing in the schoolyard, or racing to the finish line.
The 360-degree campaign spans broadcast, cinema, out-of-home, point-of-sale, and in-store activations, and is supported by a comprehensive social media rollout.
The Athlete’s Foot's head of marketing, Heidi Fisher, said for the Back to School campaign, the brand wanted to capture the excitement and energy that kids bring to every moment.
“This year’s creative focuses on the joy in those everyday moments, and shows how the right fit empowers kids to feel confident, be active, and ready for every school day adventure," she said.
"We hope it also fuels confidence in parents that we have the range for school and sport shoes and that they will last the distance.”
ICON's executive director of creative and campaigns, Georgina Rees, said this campaign builds on the energy already established with Fit For Every Run, but with a playful twist.
"We wanted to capture moments of movement throughout a school day, from mayhem at the first bell, to charging out of the gates at home time - all with a healthy dose of playful attitude in line with Fit For Every Run," she said.
Fit For Every Run: Back to School media planning and buying was handled by RCJ Media.
Credits
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
Colourist: Marcus Friedlander
Photographer: Steve Greenaway
Photographer Assist: Kurt Bingham
Animation and VFX: Studio 3AM
Media: Russell Curtis & Janes Media Advertising
Key Account Manager: Cass Dalla Costa
Account Manager: Isabella Sciarra
Head of Client Services: Denise Spadafora
