5,000 Members Suit Up for Launch of New Email Fan Club
ATLANTA, Jan. 22 // PRNewswire // -- The Athlete's Foot (TAF) invites customers to sign up for its official email fan club at www.theathletesfoot.com. The opt-in program provides members with everything from product and company news to member exclusives, in-store discounts and special birthday offers. The new program is managed by NexCen Franchise Management, Inc., a subsidiary of NexCen Brands, Inc.
TAF Mail was launched through www.theathletesfoot.com as part of TAF's re-branding initiative. To date, re-branding elements include a modernized logo, updated store design and a customizable merchandising system. Developing a brand community is proving to be a natural next step as TAF moves into the second phase of its re-branding efforts. Nearly 5,000 opt-in members joined the program within weeks of its official launch. New members are rewarded with an introductory offer of 20 percent off their next purchase. Once joined, members will receive a quarterly email with news, new product alerts, exclusive in-store offers and birthday surprises. Customers may also join through in-store registration at participating locations.
"Developing and mobilizing a brand community is the next phase of TAF's strategic re-branding initiative," said Darius Billings, director of retail marketing and merchandising, NexCen Franchise Management. "With TAF Mail we can inform our brand ambassadors and reward our loyal customers for their continued business."
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.
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.