The Athlete’s Foot (TAF) is rolling out a new program to help get out the vote to its consumers.
Just 12 days ahead of the presidential election in the U.S., the Atlanta-based retailer launched “Be About That Vote,” a new campaign centered in the brand’s new corporate headquarters and flagship store location in the heart of the Atlanta‘s Midtown neighborhood. Consumers who approach the store are prompted to scan a QR code that directs them to hold up their phone against a mural highlighting the importance of voting. The screen then broadcasts an augmented reality experience that ends with a link that directs people to register to vote.
The campaign will also live on social media and include content from LSU Tigers star Flau’jae Johnson. The athlete signed a Name, Image, and Likeness (NIL) partnership with the retailer in April that involves her participation in brand initiatives, community engagements and content creation through the end of the year.
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“Voting is a fundamental right and a powerful tool for change,” said Matt Lafone, president and general manager of Americas at The Athlete’s Foot, in a statement. “Through the ‘Be About That Vote’ campaign, we are dedicated to breaking down barriers to participation and empowering individuals to make their voices heard.”
TAF employees will promote the campaign across all stores with “Be About That Vote” buttons and the flagship store location will partner with voter registration organizations through the end of the election cycle. TAF last month opened the new store and HQ, which includes a community center on the main floor to host various community events.
TAF also partnered with Sneaker Ball Atlanta for an activation that featured infographics about voting as well as “Be About That Vote” buttons.
Other retailers have encouraged employees and consumers to vote as well. Patagonia, which has over 2,000 employees in the U.S., said it will close its stores, warehouse and offices on Oct. 29, 2024, on national Vote Early Day so that its associates can participate in this year’s election. According to the company, it has been asking its community to vote the planet since the 1970s, and it has given employees Election Day off in the United States since 2016.
