The Athlete’s Foot Creates Virtual Running Track In Australian-First Campaign With TikTok

The Athlete’s Foot Creates Virtual Running Track In Australian-First Campaign With TikTok
B&T Magazine
Edited by B&T Magazine



To celebrate the launch of the new ASICS Gel-Kayano 28, The Athlete’s Foot has partnered with TikTok to turn its For You Feed into a virtual running track.

It invites Australians to ‘Katch the Kayanos’ by scrolling through their feed to catch a creator for the chance to win a pair of the new shoes.

This is the first time any Australian brand has built out sequential storytelling using multiple advertising formats on TikTok across the For You Feed.

The campaign has launched with a TopView ad placement, with Australians able to participate in a virtual race through their own personalised For You Feed. Following the TopView ad, the race will be kick-started by TikTok lifestyle creator @sarahmagusara who will feature in engaging In-Feed placements, encouraging the TikTok community to race her through their For You Feed to catch her and the new Kayanos.

As those on the platform scroll, their For You Feed will become a race track, with the different In-Feed ad placements acting as sign posts and taking them on an exciting journey to the finish line. The lucky few in our community to get to the final ad placement and catch Sarah and will have a chance to win a pair of the new ASICS Gel-Kayano 28!

As part of its overall creator-led approach to the campaign, The Athlete’s Foot also engaged TikTok creators @alexis_bree and @zaraliang to develop fun, organic content to go live following the For You Feed race, creating authentic feeling TikTok videos and increasing appeal. Each creator will put their unique spin on topics such as the benefits of the shoes and why Australians should purchase it from The Athlete’s Foot. TikTok’s Creator Solutions team was engaged for this activity to help onboard and manage the creators.

Following the race, The Athlete’s Foot will also be running in-feed ads spotlighting the ASICS Gel-Kayano 28 shoes and showcasing the company’s broader range of products.

Deena Colman, general manager marketing & group creative, said: “we’re always looking at innovative ways to deliver our key marketing campaigns, and 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 some incredibly 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.”

Brett Armstrong, general manager of TikTok global business solutions, Australia and New Zealand, said, “what makes this campaign special is that it leverages TikTok’s participatory culture and our ability to creatively tell stories in advertising by encouraging the community to race creators across our For You Page. It’s clear from this partnership that The Athlete’s Foot really understand the power of TikTok in connecting with diverse audiences in an innovative and fun way.”

The Athlete’s Foot joins retail brands including Big W, Officeworks, eBay and Bonds, who’ve partnered with TikTok to run creative campaigns for Australian audiences.




Please login with linkedin to comment

The Athlete's Foot TikTok

Latest News

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]