The Athlete’s Foot StAART Branding & Strategy

Client

The Athlete's Foot

Location

Atlanta, GA

Year Complete

2021

Website

staart.us

Industry

Retail

Services

Branding

Digital

Strategy

Ownership is Key

For decades, Black culture has defined sneaker culture. Ownership has told a different story. While Black consumers and creators have shaped the industry's influence around the world, they remain dramatically underrepresented in retail ownership and executive leadership. The Athlete's Foot recognized that closing this gap would require more than conversation. It would require opportunity.

That opportunity became StAART.

StAART visual identity created by Tantrum Agency for The Athlete’s Foot Strategic African American Retail Track

A Brand With a Purpose

StAART needed to feel as bold as the mission behind it.

Working alongside longtime Athlete's Foot executive Darius Billings, Tantrum developed an identity that reflected ambition, momentum, and possibility. The visual language balanced confidence with accessibility, creating a brand capable of engaging future franchisees, strategic partners, and the broader sneaker community alike.

The Athlete’s Foot StAART branding by Tantrum Agency shown through sneaker retail and entrepreneurship-focused imagery

Expose. Educate. Activate.

Changing an industry requires more than recruitment. It requires a system.

The StAART framework was built around three simple actions. Expose aspiring entrepreneurs to opportunities they may never have considered. Educate them through mentorship, resources, and industry expertise. Activate the next generation of Black business owners through The Athlete's Foot's franchise network.

The Athlete’s Foot StAART media coverage displayed on mobile phones with program branding by Tantrum Agency

National Attention

The initiative was featured by Business Insider, Black Enterprise, NBC News, and CBS News, bringing national visibility to The Athlete's Foot's commitment to increasing Black ownership within the sneaker industry.

Media Placements

Beyond the Storefront

The Strategic African American Retail Track was developed to recruit, mentor, and support the next generation of Black franchise owners, creating a pathway into an industry where access has historically been limited. Rather than focusing solely on opening stores, the program was designed to open doors.

Darius billings

My vision for StAART is to bring on black entrepreneurs, both male and female, that have a passion for this sneaker space and want a pathway to ownership.

↳ accolades
// sr. director, product & marketing
// creator, staart Program