Running has changed. It is not just split times and finish lines. It is sunrise crews, kudos and coffee stops. Style that moves from pavement to podium. Performance and fashion now share the same lane. As The Athlete’s Foot stepped into a new chapter, it needed more than a visual update. The challenge was to protect its performance credibility while owning the space where sport, style and belonging collide. The brief was simple. Keep the authority. Dial up the culture. Build the crew. From specialist retailer to cultural running hub, TAF now lives where culture, curation and community meet. Product with purpose. A store that feels like a lab and a clubhouse and staff who have run the miles.