Design/Concept Lead: Ray Adams Design: Gean Santos, Paula Martinez Bailo Copy: Céne Hale Account MD: Geoff Coyle Brand Coördinator: Amber Paris Montalvo Executive Creative Director: Eric Wegerbauer

why | The Athlete’s Foot is more than just a retail store; it’s a destination for athletic street style. At TAF, we want to be known for encouraging our customers to break the rules and explore the unexpected. So we’re transforming into a place with a pulse on the street that offers them the chance to craft their own story through clothing and style.

WHAT | These updated brand guidelines kickstart a fresh era for the brand, one that captures the hyperlocal, community-driven, and purposeful attitude we want TAF to represent to the target customers, a new generation who live these values each and every day.

HOW | Key is the use of visual repetition of the logo’s, stamp artworks and the typeface, which drew loose inspiration from (local) arthouse movie posters. Holding it all together is a modular branding system. The freedom it provides allows the different markets to use the assets fitting to their region while maintaining global recognisability.