The Athlete's Foot Announces "In My Shoes" Back-to-School Promotion Contest Gives Students Chance to Win One-on-One Time with a Professional Athlete
NEW YORK, July 31, 2007— One of the most recognizable names in athletic retailing for over 35 years, The Athlete's Foot (TAF), today announced the launch of its In My Shoes back-to-school promotion and contest. In My Shoes encourages students nationwide to aspire, achieve and excel this upcoming school year by inviting them to share their performance goals and enter to win prizes—ranging from a new pair of shoes for local winners to a one-on-one coaching session with a pro athlete for one lucky national winner.
"TAF aims to empower all of its customers, including students gearing up for the new school year, to perform at their highest level," commented Robert W. D'Loren, President and CEO of NexCen Brands, Inc., parent company of TAF. "Through In My Shoes, we are outfitting our young customers, everyday athletes with aspirations for the new year, with what they need in order to perform at their personal best. The program is a demonstration of TAF's commitment to their success both on and off the field."
The In My Shoes contest will be administered by participating franchise locations throughout the United States. Students ages 13 to18 are eligble to enter the contest. To enter, students must first obtain a store code from their participating TAF location and then submit their contest entry in one of three ways:
* By filling out an in-store written entry form
* By visiting the contest web portal at www.tafinmyshoes.com and completing an online entry form
* Or by entering a one-minute video using the TAF channel on the popular video file sharing site YouTube.
Entries, which must begin with the phrase "In my shoes," will be judged on how well they express a concrete, realistic, measurable, age-appropriate and performance-oriented goal. Winning entries will reinforce key messages of performance, achievement and athleticism.
Local winners, named at each participating TAF store, will receive a gift card ($75 value) to use toward a pair of shoes of their choice from their local TAF. Ten regional winners around the country will receive a free pair of shoes presented to them by a professional athlete at a "meet and greet" at their local TAF store. One national winner, selected from the regional winners, will receive a one-on-one coaching session with a professional athlete to help them on the road to achieving their goal.
"Our local TAF franchise stores are very involved in their local communities and we are pleased that we will be bringing premier, professional athletic talent with local appeal to TAF customers around the country," added Robert D'Loren, "It's important to us that each of our stores meets the needs and demands of its own neighborhood."
About The Athlete's Foot
The Athlete's Foot® is the world's first franchisor of athletic footwear stores and is recognized today as the world leader in athletic footwear franchising. Robert and David Lando opened the first The Athlete's Foot store in 1971 in Pittsburgh, Pennsylvania. It was the first athletic footwear specialty store of its kind in the United States. Soon thereafter, The Athlete's Foot began franchising domestically, with the first franchise store opening in Oshkosh, Wisconsin. The first international franchise store opened in 1978 in Adelaide, Australia, the beginning of The Athlete's Foot expansion into over 45 countries. In June, 2007, NexCen Brands launched a global re-branding effort for TAF. Plans for reinvigorating the 35 year-old brand include an innovative new modular merchandising system, new in-store design, a modernized company logo, and a line of TAF branded apparel.
About NexCen Brands, Inc.
NexCen Brands, Inc. (Nasdaq: NEXC) is the premier 21st century brand acquisition and management company focused on assembling a diversified portfolio of intellectual property (IP) centric companies operating in the consumer branded products and franchise industries. The Company owns, licenses, franchises and markets a growing portfolio of consumer and franchise brands including The Athlete's Foot®, Bill Blass®, MaggieMoo's®, Marble Slab Creamery® and Waverly®. The Company licenses and franchises its brands to a network of leading retailers, manufacturers and franchisees that touch every major segment of retail distribution from the luxury market to the mass market in the U.S. and in over 45 countries around the world and consists of in excess of 1,150 of its own franchised stores. NexCen, through its information technology (IT) and franchisee support systems and advertising, marketing and public relations team, markets its brands to continually drive greater consumer awareness and brand equity for each of its brands. NexCen touches nearly every aspect of a consumer's lifestyle from the food they eat to the furnishings in their homes and the clothes and footwear they purchase.
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