The Athlete’s Foot, a leading retailer of athletic and lifestyle footwear, has unveiled its latest Back to School campaign, expanding on the momentum of its Fit For Every Run initiative. In collaboration with creative agency ICON, this dynamic campaign brings a fresh and energetic approach to celebrating the new school year.
The campaign is being launched across Australia and New Zealand and focuses on the energy and excitement kids bring to their everyday activities. By building on the brand’s ongoing message of “movement in all its forms,” the campaign highlights the importance of comfortable footwear in supporting kids’ active lifestyles.
Key visuals for the campaign feature lively animations by Studio 3AM, capturing moments of youthful energy — from running to class, dancing in the playground, to racing through the finish line. This engaging content brings the joy of childhood movement to life, showing how the right shoes can make all the difference in supporting both school and play.
The 360-degree campaign includes various touchpoints, including TV, cinema, out-of-home advertising, in-store activations, and a strong presence on social media platforms, ensuring it reaches a wide audience.
Heidi Fisher, Head of Marketing at The Athlete’s Foot, shares, “We wanted to capture the excitement and boundless energy kids bring to school every day. This year’s creative is all about those joyful, everyday moments, and how a great-fitting shoe can help kids feel confident and ready for every adventure that school brings.”
Georgina Rees, Executive Director of Creative and Campaigns at ICON, adds, “This campaign takes the energy we created with Fit For Every Run and gives it a fun, playful twist. We’ve captured movement throughout the school day — from the chaos of the first bell to the freedom of racing out of school at the end of the day.”
Kenneth E. Parris III, Senior Creative at ICON, highlights the campaign’s message: “A great-fitting shoe gives kids the confidence to do anything — run faster, jump higher, or even feel like they can fly. Our Fit For Every Run campaign brings this idea to life, showing the energy, self-expression, and even a little rebellion that we all admire in kids.”
The Back to School campaign is supported by a strategic media plan and buying handled by RCJ Media, ensuring a comprehensive reach across all platforms. It reflects The Athlete’s Foot’s ongoing commitment to delivering high-quality footwear that empowers kids to be their active, confident best.
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
