The Athlete’s Foot

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The Athlete’s Foot (TAF) is Australia’s largest specialty athletic and lifestyle footwear retailer, known for its exceptional in-store customer service experience. The business was first launched in South Australia in 1976, and expanded across the country in 1980 before being established under licence in 1981.

It operates online and has 134 locally-owned and operated stores across Australia and New Zealand.

With a philosophy grounded in ‘fit’, TAF ensure customers receive a personalised fitting experience from dedicated in-store Fit Technicians, ensuring that every customer receives shoes that will assist them in reaching their full athletic potential.

In 2014, TAF introduced MyFit, the world’s most comprehensive fitting technology solution; with over 4,000 technological sensors, MyFit assists the Fit Technicians by analysing customers’ foot pressure, type and shape, as well as their walking gait.