Background
The Athlete’s Foot TAF wanted to raise awareness and sales for the launch of its new ASICS Nimbus model in Australia.
The target audience was identified as fit-for-lifers’ who engage in active pursuits, as opposed to those who wear active wear to brunch.
TAF wanted to connect with this audience via television, but the brand’s traditional TV strategy mandated presence in costly primetime programming, and live sport TV...
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