TAF
Fashion (sneakers & sportswear) · LATAM (Mexico) · B2C
The largest sneaker chain in Mexico and Latin America. Specializing in sneakers, fashion apparel, and lifestyle accessories. Over 530 stores in more than 30 countries. The first The Athlete's Foot store in Mexico opened in Torreón in 2001.
Optimizing TAF's digital presence and growing online channel sales while improving return on investment. The challenge for a chain of this size: coordinating a brand awareness strategy with a direct conversion strategy without one undermining the other.
Dual-objective strategy focused on both awareness and conversion. Paid media across Google Ads, Bing Ads, Spotify Ads, and TikTok Ads. Strong focus on high-profitability SEM conversion campaigns.
The performance breakthrough came with the migration and optimization to Performance Max: a format that unifies inventory and audience signals under a single conversion objective. Positive and sustained ROAS since 2021.