The Athlete's Foot Rebranding Includes New Logo, Store Layouts

Georgia-based The Athlete's Foot (TAF) is undergoing a "major rebuilding program," and parent company NexCen Brands has appointed Darius Billings "to oversee the initiative" as Franchise Management Dir of Retail Brand Marketing & Merchandising, according to Matthew Fields of BRANDWEEK. Billings plans to "increase the assortment of performance and fashion apparel stocked by [TAF], and to introduce new exclusive clothing, including a TAF private label product." Billings acknowledged that the franchise's full name "still holds considerable equity," but he indicated that the retailer "will position itself more in the future as the abbreviated 'taf.'" Fields noted stores are getting "interior makeovers with new signage and new display racks." New franchises will have the "option of using several different modernized logos and in-store layouts, including two new sub-brands: tafUP, which stands for taf Urban Premium and tafTEC, which will be oriented toward technical performance products." The tafUP logo will be used in urban areas to "go along with a boutique feeling within the store." Existing stores with the old logo and displays will "gradually adapt toward the 'fresher' versions" (BRANDWEEK.com, 7/9).