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The Athlete's Foot Launches TAF TV In-Store Digital Network

Posted on: Thursday, 26 February 2009, 06:26 CST

Network Managed by Sports and Fitness Interactive, Technology Provided by eyemagnet

ATLANTA, Feb. 26 /PRNewswire/ -- 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."

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.

"eyemagnet has been working in this interactive space for three to four years and are clearly ahead of the game when it comes to digital signage," stated Mark Kackley, vice president, media networks, SFI.

About The Athlete's Foot (TAF) (www.theathletesfoot.com)

The Athlete's Foot, now known as TAF, was the world's first franchisor of athletic footwear stores. The concept, founded in 1971 in Pittsburgh, Pennsylvania, began domestic franchising in 1972 and opened its first international store in Adelaide, Australia in 1978. Today, TAF is recognized as the world leader in athletic footwear franchising operating in more than 35 countries. NexCen Brands acquired TAF in November of 2006 and launched a global re-branding effort in 2007. With a mission of meeting the needs of the everyday athlete, the 37 year-old brand is being reinvigorated with a modernized company logo, a new merchandising system, new in-store design, and an urban fashion boutique concept known as TAF UP.

About NexCen Brands, Inc. (www.nexcenbrands.com)

NexCen Brands, Inc. is a strategic brand management company with a focus on franchising. It owns a portfolio of franchise brands that includes two retail franchises: The Athlete's Foot(R) and Shoebox New York(R), as well as five quick service restaurant (QSR) franchises: Great American Cookies(R), MaggieMoo's(R), Marble Slab Creamery(R), Pretzelmaker(R) and Pretzel Time(R). The brands are managed by NexCen Franchise Management, Inc., a subsidiary of NexCen Brands.

About SFI (www.sfinteractive.tv)

SFI delivers place-based multi-media networks for sports minded venues. Their aim is to deliver highly targeted advertising messages to an active and mobile market. SFI allows advertisers to engage with staff and consumers who are passionate about their sporting activities, and channels this enthusiasm to deliver an in-store experience like no other. Using the latest technologies developed by eyemagnet, SFI harnesses the energy of today's youth market and utilizes mobile phone based applications to engage with customers, delivering a richer in store experience. SMS, Bluetooth and the Mobile Internet are tools which are ideally suited to the target market - a savvy, urban audience often oblivious to traditional advertising methods.

About eyemagnet (www.eyemagnet.com)

Founded in 2003, eyemagnet is a software company which specializes in the integration of mobile applications and digital signage platforms. Their primary objective is to leverage mobile technologies and deploy innovative OOH into engaging marketing concepts. Our technology platform and philosophy is about information and entertainment.

eyemagnet has created interactive applications using the following correlated technologies; Motion Detection - a touchless interface, akin to what was seen on the movie Minority Report, SMS and Mobile Applications and Touchscreens.

SOURCE NexCen Brands, Inc.

Source: PR Newswire

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