Innovative Concepts

The Athlete's Foot® and NexCen Brands, Inc. are committed to providing innovative, flexible solutions to empower the success of franchise owners in their individual communities. The Athlete's Foot® is present in large cities and small towns, and in enclosed malls, strip shopping centers and street front locations across six continents. Our real estate consultants assist franchisees in evaluating their local market to determine which type of venue is best for their community, identifying the target customer base and creating a plan for success tailored to the local customer demographics. The Athlete's Foot® is dedicated to maintaining a store design and merchandising system that is functional, flexible and innovative. In 1999, The Athlete's Foot® implemented the FitPrint System, which identifies pressure points through different phases of a customer's gait to inform the best possible fit for his or her athletic footwear. This unique FitPrint System has proven to be a substantial competitive advantage for The Athlete's Foot®. In June of 2007, The Athlete's Foot® unveiled its new "next generation" store design. Inspired by the athletic lifestyle, new stores will feature awnings and banners to evoke a "race day" atmosphere, while fixture details are influenced by design elements of athletic equipment. A key feature of the modern store design is a new merchandising system that empowers franchise owners to be flexible, current and responsive to the demands of the core customers in each of their store locations. Modular merchandise units display product by lifestyle categories and franchise owners determine the appropriate mix of lifestyle merchandise for their local markets. While The Athlete's Foot® operates stores in malls and strip centers, in urban neighborhoods and small towns across the globe, The Athlete's Foot® remains committed to being locally relevant in its individual communities-providing its consumers worldwide with a performance advantage.

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