The Athlete’s Foot uses TikTok for virtual running track campaign

The Athlete’s Foot has partnered with TikTok to turn its For You Feed into a virtual running track.

This is the first time an Australian brand has built out sequential storytelling using multiple advertising formats on TikTok across the For You Feed and the initiative celebrates the launch of the new ASICS Gel-Kayano 28 shoe.

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

The campaign launched with a TopView ad placement, encouraging participation in a virtual race  through users own personalised For You Feed, feature in engaging In-Feed placements,

The race will be kick-started by TikTok lifestyle creator @sarahmagusara who will encourage the TikTok community to race her through their For You Feed to catch her and the new Kayanos.

As part of its overall creator-led approach to the campaign, The Athlete’s Foot also engaged TikTok creators to develop fun, organic content to go live following the For You Feed race.

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.

Deena Colman, GM 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, GM TikTok Global Business Solutions, Australia and New Zealand, said “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.