The Athlete’s Foot is a global heritage brand rooted in American sneaker culture. In 1971 they opened the first athletic specialty store of its kind. Today, The Athlete’s foot is represented all around the globe. With their new mantra 'dare to play', they encourage their customers to break the rules and explore the unexpected. And with such a mantra, there was a lot to play with for us within their visual identity. A visual language was created for the Gen-Z audience. Authentic and playful, inclusive and respectful and above all, honest and daring. This new language then served as a basis for all copy that we used in film, digital channels and instore.