When the Going Gets Taf, the Taf get Rebranded

While Foot Locker (despite its horribly crowded stores) and Champs are the most ubiquitous and “cool” sporting good stores across the nation, the lesser prominent The Athlete’s Foot has always felt, at least to me, like the ugly duckling of the industry. Never quite shiny, nor the music loud enough and, if I remember correctly, they had a dopey running track going around all their stores. In an effort to position itself better, The Athlete’s has been trying to implement “next generartion” stores that their franchises are encouraged to adopt. Coupled with a new retail presence is a new logo and a push to be known for the odd acronym of “TAF.”I have always been a little yuck’d by their name, as when I hear athlete’s foot I think of