ATLANTA — The Athlete’s Foot (TAF) opened its first-generation TAF performance store earlier this month in Tuscaloosa, Ala., with the new store design, logo and merchandising that TAF’s parent, NexCen Brands, promised in June.
NexCen began the TAF rebranding effort after acquiring the sporting goods retailer in November 2006. The new store concept was designed and presented to franchise owners at the company’s Global Franchise Convention in Las Vegas in June. While the 1,836-square-foot Tuscaloosa store marks the first implementation of the new design, it is expected that the changes will be rolled out system-wide within the next five years.
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