The Athlete’s Foot to launch gaming campaign

The Athlete’s Foot will be the first Australian retailer to launch a game on the online platform Roblox this month, revealing a new world called Fitopia.

The free online game will work with The Athlete’s Foot’s Back to School campaign, encouraging kids across Australia in their education.

Fitopia highlights the benefits of back to school to life in an educational way. The game will feature three unique worlds where kids can connect, play and share through engaging recreations of the classroom and schoolyard environment.

The world of Fitopia is large with distorted oversized school and schoolyard objects and activities. The first game will see players in an oversized classroom environment, filled with puzzles designed to challenge logic and creativity.

The second game will focus on simulation and sports, bringing back classic schoolyard contests with more familiar after school sports such as soccer and trampolines.

And the third game revolves around school camp, with adventure obstacle courses inspired by The Athlete’s Foot 3D Fit experience.

There will also be a game lobby – a virtual recreation of The Athlete’s Foot store where kids can collect TAF-Coins and earn powerups, as well as a school, jungle gym, zipline, sandpit, a train, and waterslide.

Unique avatars will also feature throughout the game, brought to life in the real world as key rings. The key ring will be redeemable as a gift with purchase in any of The Athlete’s Foot stores around the country and feature a unique code to unlock avatars.

The Athlete’s Foot GM Ian Taunton said the new game is an exciting step for the brand.

“Innovation is at the core of everything we do at The Athlete’s Foot, first with our exclusive in-store fitting technology and now in the metaverse,” Taunton said. “We hope to be able to bring a new experience that adds genuine value to our community, whilst also continuing to reinvent the retail experience in Australia.”

Fitopia has been created by digital agency LeapFrogger and conceptualised by their LF studio team.

“From concept to testing, this has been a fantastic project to be a part of with The Athlete’s Foot,” LeapFrogger managing partner Dim Nedanovski said.

“The connection between the instore experience and the game has been very important to everyone involved and we feel the final execution does a great job of rewarding and challenging back-to-school kids – arguably the most important family members in most households.”



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