The Athlete's Foot has teamed up with Australian TikTok star Sarah Magusara to launch Australia's first sequential story telling campaign in TikTok.
The 'Katch the Kayanos' campaign turns the TikTok 'For You' feed into a virtual running track, inviting Aussies to catch the new Asics style by scrolling through their feed to catch a creator for the chance to win a pair of the new shoes.
The campaign, which was launched today, includes a top view ad placement starring Magusara challenging Aussies to the race, as well as in-feed placements which continue the race and act as sign posts throughout the race.
Magusara is one of the largest Australian TikTok creators, boasting 16.6 million followers on the platform.
The lucky few who get to the final ad placement and catch Magusara will have a chance to win a pair of the new Asics Gel-Kayano 28s.
The Athlete's Foot GM of marketing and group creative Deena Colman welcomed the launch of the campaign.
"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," she said.
Complementing the campaign, The Athlete's Foot has also engaged TikTok creators Alexis Bree and Zara Liang to develop organic content to go live following the For You feed race.
The Athlete's Foot will also run in-feed ads spotlighting the Kayano shoes and showcasing the company's broader range of products.
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.
Sarah Magusara in The Athlete's Foot top view ad.