THE PROBLEM

The Athlete's Foot needed relevance with a generation that doesn't walk into stores. Gen Z discovers brands through experience and play, not advertising.
 

THE THINKING

Rather than bring young people to the brand, I pushed to bring the brand into their world. I led concept, creative direction, game design, toy production and influencer strategy for Fitopia a native Roblox experience that earned its place in that world.
 

THE IMPACT

Australia's first retail Roblox game. Industry award-winning. Drove measurable revenue growth proving that meeting an audience on their terms is the only strategy that works.