The Athlete’s Foot (TAF), a world leader in athletic footwear franchising, has announced the launch of a new in-store digital signage network. The in-store programming, branded as TAF TV, is part of TAF’s current re-branding initiative. To date, rebranding elements include a modernized logo, updated store design and a customizable merchandising system. TAF is managed by NexCen Franchise Management Inc., a subsidiary of NexCen Brands Inc.
Installation and management of the network will be handled by Sports Fitness Interactive (SFI), and the technology will be provided by software company eyemagnet. The first phase of installations, which began in January, is in progress at various locations worldwide.
TAF’s current re-branding initiative aims to engage customers on a more personal level within a modernized retail environment, and TAF TV plays a large role in executing this strategy. TAF TV will allow footwear and apparel vendors to play their latest advertising content in-store. Content will showcase new product and affiliated athletes in an entertaining format.
“TAF TV has a multitude of potential uses,” stated Darius Billings, director retail brand marketing and merchandising, NexCen Franchise Management. “It aligns nicely with our re-branding goals in terms of modernizing the retail environment, but beyond that it also allows our vendors to connect with their customers.”