The Athlete's Foot Timeline
The Athlete's Foot (TAF) commenced operations in Australia under licence from a US-based master franchisor. As the years passed, The Athlete's Foot had less and less to do with the master franchisor, and the Australian business model diverged extensively from that of The Athlete’s Foot stores in other countries.
The business formed a dedicated and experienced management team led by Michael Cooper, who has been Managing Director since 2002 and has been with the company since 1988. The six most senior executives in the business, have a combined tenure of over 80 years with the business and are as passionate about the business today as they have ever been.
The Athlete's Foot is bought by ASX listed company RCG Corporation Limited (“RCG”). In late 2006, RCG underwent a board transformation, and as of today, now owns several different footwear businesses of which The Athlete's Foot is the largest.
TAF opens the first of its new larger format, concept stores. The new store format incorporates an extended product ranges in kids, comfort, lifestyle and work/duty footwear.
As with all existing The Athlete's Foot categories, the focus is on credible, proven footwear brands sold on function and fit. The new model has been an incredible success and there are now over 60 large format stores open. The larger format model is now the new standard for all The Athlete's Foot stores, with the intention to convert all stores to the larger format over time.
The Athlete's Foot purchased a 249 year brand licence for Australia and New Zealand, effectively severing ties with the licensor.
TAF launches their e-commerce store with a virtual footwear finder. Today, their redesigned online site features web pages for all stores, CLICK AND COLLECT (web to store) and an ongoing focus on social integration with their ambassadors and local store teams.
TAF launches their new and largest concept store in Warringah Mall, NSW. Featuring a store in store concept, new layout and introduction of an extended range for customers.
FITZI(R), the world's most comprehensive fit technology solution is launched in all stores to replace the 10 year old FITPRINT(R) fitting system. FITZI(R) was two years in the making, and with over 4,000 sensors, helps TAF technicians to analyse pressure, gait, foot type and foot shape.
At the same time, the FIT GUARANTEE is launched - assuring all customers of a 30-day refit offer for any new or worn shoes, reiterating the confidence in the team's fitting abilities with their ongoing training and the new FITZI(R) technology in stores.
ASX-listed RCG Corporation, owner of The Athlete's Foot Australia, acquires Accent Group. Accent Group is home to leading global footwear brands including Vans, Skechers, and Dr. Martens.
The Athlete's Foot launches its first brand advertising campaign in more than five years to support a major rebrand. The campaign launches the new “Performance” store look, brand logo and rebranded fitting service MyFit (formerly FITZI).
RCG Corporation renames the company to Accent Group Limited.
The Athlete's Foot became an official partner of parkrun Australia. Run by volunteers, parkrun Australia, organises weekly, timed, 5km runs in parks throughout Australia.
The Athlete's Foot became an official partner of NETFIT Netball. We are passionate about health and wellbeing and supporting people of all ages and abilities reach their personal fitness goals, which fits perfectly with NETFIT Netball’s vision of inspiring healthy living and sense of community through netball.
The Athlete's Foot extends its partnership with parkrun Australia for another 3 years. It also announces its partnership with parkrun New Zealand.
The Athlete's Foot opens its new flagship store in Melbourne Central, VIC (AUS). The store features interactive digital screens, a “H20 to GO” Water bottle refill station and a highly curated footwear range.
THE FUTURE OF FIT IS HERE! The Athlete's Foot launches MyFit 3D in Australia & New Zealand - a revolutionary NEW fitting experience that combines our shoe expertise and knowledge of biodynamics with state-of-the-art technology to ensure the PERFECT FIT.
With over 130 locally-owned and operated stores in Australia and New Zealand, we are the EXPERTS IN FIT and one of the largest specialty athletic and lifestyle footwear retailers, stocking over 50 brands including; Nike, adidas, Brooks, Asics, Mizuno, Hoka One One, Saucony, Clarks, Merrell, New Balance and Skechers.
The Athlete's Foot also sells its own range of branded accessories including; socks, caps, backpacks, shoe bags, drink bottles and shoe care products.