Ragtrader speaks to The Athlete's Foot head of marketing Deena Colman about the business' partnership with The McGrath Foundation.
How did the partnership between The Athlete's Foot (TAF) and the McGrath Foundation come about?
Being a family-focused footwear business, we know that breast cancer can impact not just women but the whole family.
What McGrath does in providing nurses to support those with breast cancer can help not just the patient but support for the entire family.
Further to this one of our pillars as a business is around supporting the community and we couldn’t think of a better way to do this then partnering with the McGrath Foundation.
How will this partnership be marketed to consumers? What are some stats from last year's marketing campaign that you can share?
This year the campaign can be seen online, in store and throughout the shopping centres.
Last year we donated $75,000 to McGrath with a goal to reach $100,000 this year.
Last year our social campaign reached over 1.4 million people and 92,000 people viewed the campaign on YouTube.
How do partnerships like this impact the wider business?
It really brings the whole business together to get behind a cause that not only impacts our customers but impacts our own colleagues. Most people know someone who has been affected by breast cancer.
Naturally a campaign like this impacts sales but the focus of this is to do what we do every day (sell great footwear and fit people correctly) but be able to give back to a great cause.
We don’t do this for a commercial return but rather to increase awareness and raise much needed funds.
We have 140 stores and that create awareness and go pink – with our reach across the country we have a responsibility to help the community.