Individuality and movement.
The Athlete’s Foot is retaining its core idea of individuality and movement in a campaign via ICON Agency.
“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,” said The Athlete’s Foot head of marketing, Heidi Fisher.
“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.”
The creative will run nationally across Australia and New Zealand for the next 12 months.
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.
“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,” said ICON creative director Kenneth E. Parris III.
“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.”
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
