Leading footwear retailer, The Athlete’s Foot has partnered with TikTok to turn its For You Feed into a virtual running track, inviting Australians to ‘Katch the Kayanos’ for the chance to win a pair of the new shoes.
The Athlete’s Foot has become the first Australian brand to build out sequential storytelling using multiple advertising formats on TikTok across the For You Feed.
The campaign has launched with a TopView ad placement for Australians to participate in a virtual race through their own For You Feed. The race is started by TikTok lifestyle creator @sarahmagusara who features in In-Feed placements encouraging the TikTok community to catch her and get to the final ad placement for the chance to win a pair of the new ASICS Gel Kayano 28.
The Athlete’s Foot also engaged TikTok creators @alexis_bree and @zaraliang to develop content to go live following the For You Feed race. Each creator has put their unique spin on topics such as the benefits of the shoes and why Australians should purchase them from The Athlete’s Foot.
Following the race, The Athlete’s Foot runs in-feed ads spotlighting the ASICS Gel-Kayano 28 shoes and showcasing the company’s broader range of products.
The Athlete’s Foot general manager for marketing and group creative, Deena Coleman said the retailer is always looking at innovative ways to deliver marketing campaigns.
“Given the unique storytelling opportunity presented by TikTok we were instantly on board with the idea to build a bespoke campaign for the launch of the ASICS Gel-Kayano 28 at The Athlete’s Foot. Underpinning the concept are talented creators and we’re excited about the co-creation opportunity this opens up and their ability to speak authentically and directly to the TikTok community,” she said.
TikTok general manager – global business solutions Australia and New Zealand, Brett Armstrong said the campaign leverages TikTok’s participatory culture and ability to creatively tell stories in advertising.
“It’s clear from this partnership that The Athlete’s Foot understands the power of TikTok in connecting with diverse audiences in an innovative and fun way.”