The Athlete’s Foot have evolved from a pre-dominantly sports driven retailer into an athletic street style destination while stores needed to capture the pulse of the street. With the new mantra “dare to play” created by Creative Director Alexander Braam, 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 their Manifesto.

A special language was created by for the Gen-Z audience. Authentic and playful, inclusive and respectful and above all, honest and daring. With these ingredients, we wrote a Gen-Z manifesto with all specific markets in mind.