Case Study: Amart Sports – Footwear Frenzy
Footwear Frenzy is a key fixture in the Amart Sports marketing calendar—a high-volume, high-impact sales event that shifts serious product across every major brand in store. But with a brand voice that favours punchlines over pomp, our job wasn’t just to drive traffic. It was to make the sale memorable.
Enter Coach Mike.
A recurring Amart character played by Mike Goldman, Coach Mike is part sideline hero, part suburban icon. In this campaign, he returns in his full Amart-branded tracksuit, fishbowl in hand, striding confidently through a house overflowing with shoe boxes.
Nike. Adidas. Under Armour. Puma. Umbro. They’re stacked to the ceiling in every room. This isn’t just a footwear sale. It’s an occupation.
Coach Mike surveys the chaos with pride before handing the family’s goldfish—still in the bowl—to his confused, slightly despairing son. A quick hair scruff, a nod of satisfaction, and the front door closes. Cue the tagline: Make Room. The Amart Footwear Frenzy Sale is Now On.
Then the reveal: the entire family—mum, two kids, a sofa, and a box of personal effects—sits patiently on the front lawn. Moments later, the door reopens. Hope flickers across their faces. Grandma is wheeled out and left on the porch. The door slams shut. Cut to product.
Tonally, this was a perfect expression of Amart’s larrikin brand: irreverent, family-friendly (just), and unafraid to play up the chaos that comes with a great deal. The visual gags were built for replay, and the final reveal gave audiences a punchline to share.
From a behavioural science perspective, the campaign leaned into hyperbole and humour as mnemonic devices, scarcity framing, and anchoring value perception. When the product carousel kicked in, viewers weren’t just ready—they were primed.
Results:
Footwear sales up 52% YoY during the campaign window
Campaign video reached 4.1M views across social and digital platforms
Store traffic increased by 29% across participating locations
Highest recall of any Amart campaign that year (brand tracking, post-campaign)
Coach Mike character prompted 2.4x average engagement on paid channels
Why it worked:
Because Amart knows its audience. Footwear Frenzy combined visual absurdity with retail clarity—taking a volume-driving promotion and giving it cultural stickiness. It wasn’t just a sale. It was a clearance so good, it cleared out the family.