The Athlete’s Foot has become the first Australian retailer to launch a game on global online game platform, Roblox with a new world called Fitopia. The free online game underpins The Athlete’s Foot’s Back-to-School campaign, encouraging kids to achieve things they never thought possible.

Fitopia brings the best parts of going back to school to life in a fun and educational way. The game features three unique worlds where children can connect, play and share through engaging recreations of the classroom and schoolyard environment.

The world of Fitopia is a land of giant scale with distorted oversized school and schoolyard objects and activities. The first game sees players in an oversized classroom environment, filled with brain twisters and puzzles designed to challenge logic and creativity. The second game focuses on simulation and sports, bringing back classic schoolyard contests. The third game is a fast-tracked ticket to school camp, with adventure obstacle courses inspired by The Athlete’s Foot 3D Fit experience.

The game lobby, a virtual recreation of The Athlete’s Foot store, is at the core of the game, where kids can collect TAF-coins and earn powerups as well a school, jungle gym, zipline, sandpit, a train, waterslide in ‘FItopian’ style.

Unique avatars feature throughout the game, brought to life in the real world as key rings. The key ring is redeemable as a gift with purchase in any of The Athlete’s Foot stores and feature a unique code to unlock avatars.

The Athlete’s Foot Australia general manager, Ian Taunton said, “We are so excited to be the first Australian retailer to engage in the Roblox universe. Innovation is at the core of everything we do at The Athlete’s Foot, first with our exclusive in-store fitting technology and now in the metaverse. We hope to be able to bring a new experience that adds genuine value to our community, whilst also continuing to reinvent the retail experience in Australia.”

Fitopia has been created by digital agency, LeapFrogger and conceptualised by their LF studio team.

LeapFrogger managing partner, Dim Nedanovski said, “From concept to testing, this has been a fantastic project to be a part of with The Athlete’s Foot. The connection between the in-store experience and the game has been important to everyone involved and we feel the final execution does a great job of rewarding and challenging back-to-school kids.”