The Athlete's Foot changes pace with documentary-style TVCs

'Find your fit' is BMF's first brand campaign for The Athlete's Foot. 

Goodoil director Hamish Rothwell created three film-style documentaries to highlight the ways people have found the right shoe to support the things they love doing in life. 

"The challenge of this campaign was to create a new brand platform, extending the benefit of having the right shoe fit into a more emotional territory: finding your fit in life," said BMF joint-ECDs Carlos Alija and Laura Sampedro.

According to TAF head of marketing Alice Telford, the campaign's goal is three-fold, including creating a stronger emotional connection with customers, announcing the cross-category offering and increasing market share.

The TVCs launch nationally this week, supported by digital, print and point-of-sale executions.