The Athlete’s Foot is making strides to revamp its image. Acquired in 2006 for $51.5 million by New York-based NexCen Brands Inc., the 35-year-old athletic apparel chain’s new look includes a shortened name (TAF), a new logo and an updated store format.
TAF, abridged for better global translation, has taken a modular approach to its merchandising, offering franchisees four different fixture and graphics packages to select for their individual stores: TAFTech, for performance apparel; Classic Athletic; Street Sports, for urban looks; and Fusion, an edgy module inspired by extreme sports. Each store will feature its own market-appropriate music, flat-screen TVs and proprietary scents.
“We were looking for a new way to express the brand,” Bob D’Loren, president and ceo of NexCen, told men's fashion news magazine DNR. “Everything we did is about making the brand more modern.”
Image courtesy of NexCen Brands Inc., New York, via NewsCom