The Athlete’s Foot (TAF), has launched 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 said its 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.


Advertisers will have the option of national or regional media buys, permitting them the ability to target and integrate messaging with other media channels. Connecting with customers in an enhanced retail environment is the primary goal of TAF TV, but the focus is not solely customer-based. Staff will receive product updates and technical information via the screen network, greatly reducing the vendors’ training costs. This distance-learning will ensure that information about the brands’ latest and most innovative products is top of mind with the highly influential staff.