'Find your fit' is BMF's first brand campaign for The Athlete's Foot.
Goodoil director Hamish Rothwell created three film-style documentaries to highlight the ways people have found the right shoe to support the things they love doing in life.
"The challenge of this campaign was to create a new brand platform, extending the benefit of having the right shoe fit into a more emotional territory: finding your fit in life," said BMF joint-ECDs Carlos Alija and Laura Sampedro.
According to TAF head of marketing Alice Telford, the campaign's goal is three-fold, including creating a stronger emotional connection with customers, announcing the cross-category offering and increasing market share.
The TVCs launch nationally this week, supported by digital, print and point-of-sale executions.
