The Athlete's Foot - The Bounce - 2020 Recap

HBCU’s UNITE!

The Year at TAF - 2020

These powerful women are leading through action, voice and style

plus:

- Growing Black-Owned Retail - TAF Reverse Challenge - Arts, Beats & Lyrics

Kat Goduco Photography

#TAFModels Tiff Honey @ti﬊oney

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contents a word from...

TAF elite

hot drops

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new & notable

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TAF life

community callout

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a word from...

H-U…You Know! Attending Howard University was one of the best decisions of my life, but it was also a culture shock. Why you ask? Well, let me start off by giving you a little background on where I grew up. I’m from Clarksburg, West Virginia, a small town in the poorest state in the country. The black population was less than 3%, and I had to deal with my fair share of racism.

I grew up watching the Cosby Show, where the father was a doctor and the mother was a lawyer.

For me, that was just television—it wasn’t real life until I got to Howard University. The culture shock wasn’t going from one of “whitest” places (WV) to one of the “blackest” places (DC). It was stepping onto Howard’s campus and seeing all the beautiful black & brown people from different walks of life together at the Mecca.

What I thought was just a TV show, was, in fact, a reality. I was in Wakanda before there was a Wakanda (RIP Chadwick Boseman, HU Grad).

darius billings

The HU experience is like no other. The history, the legacy, the pride, and the education that you receive are parallel to none. Howard prepares you to be a Tony Award-winning actress (Phylicia Rashad), a multi-media mogul (Cathy Hughes), a Civil Rights leader (Andrew Young), a Pulitzer Prize winner (Toni Morrison), a Supreme Court Justice (Thurgood Marshall), and even a Vice President of the United States (Kamala Harris).

It’s an honor to be associated with an institution synonymous with “excellence.” It’s not just a Howard thing! It’s an HBCU thing! Shout out to all the Historically Black Colleges and Universities!!

Senior Director of Product & Marketing

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new & notable TAF StAART helping to grow Black-Owned Retail The Athlete’s Foot has always stood for diversity, equity and inclusion. 83% of our stores are owned and operated by minorities. Most of our store associates are minorities. Most of our customers are minorities. And our office team is half people of color, half women, and half grew up outside the US. As the Black Lives Matter movement grew, our TAF team asked what we can do to help support sustainable social change. Darius Billings realized that The Athlete’s Foot has the unique ability to grow Black Owned Retail in the sneaker space – a space that is driven by African American culture, consumers, and influencers – but has very few African American who own a business in the industry. Darius worked with Isom Lowman, African-American business leaders, and our strategic brand partners to develop and launch the TAF StAART program.

Isom Lowman opening and operating his first franchise store, 1999

StAART (Strategic African American Retail Track) is TAF’s program to recruit, train, and support Black entrepreneurs who have a passion for the sneaker industry so they may become successful small business owners as a TAF franchisee. This program will create legacy, generational wealth and an equitable future for African Americans.

We are actively recruiting high potential applicants and look forward to opening Black owned TAF stores through StAART in 2021.

For more information on the TAF StAART program, please contact Darius Billings, darius.billings@theathletesfoot.com

The Lowman group celebrating over 20 years of ownership and community service

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new & notable AJ1 Let(HER)man &

HBCU’s team up to celebrate women

The Athlete’s Foot was one of the few retailers honored to help celebrate HBCU Homecomings and the amazing young women that attend these colleges & universities, through the launch of the women’s AJ1 Mid Let(HER)man.

As we celebrate the HBCU culture, we wanted to shine a light on HER. Even though Homecomings could not be celebrated, the HBCU communities are strong and we aim to highlight the voices of some remarkable young, black women.

Thanks to each of the participants for allowing us to be a part of YOU! Leslie Hudgins @lifeofleslie.h - Albany State University Callie Evans @_coolcal - Albany State University Vanasia Ward @its.vanasia – Clark Atlanta University Ma’kaila Jones @makailajanai – Norfolk State University Dallas Thompson @rajaababyy – North Carolina Central University Kayla Ford @kayla.thegreat – Stillman College Cydney Wyche-Porre @cydneyleah – Xavier University of Louisiana

Click here to be inspired by these powerful, young women 6

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community callout

Community is as essential to The Athlete’s Foot as the sneakers we sell. Giving back has always been a part of TAF’s culture and continues to be an important part of our mission. From free haircuts, school supplies, and turkeys to shoe drives, fundraisers, and swim lessons, TAF is community and community is TAF. Peace, love and community!

we strive to

give back

Check here to see a few of our franchisees talk about community 7

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TAF elite

#TAF reverse

challenge

TAF Elite dancer Brandon “Bam” Morales @bamthedancer put his signature “reverse” dance move up for a challenge. To enter you had to post a video of you doing Bam’s reverse dance and use #TAFReverse. The person(s) with the best, most creative reverse dance move won prizes brought to you by The Athlete’s Foot.

Below are the lucky winners!

1st place: @impakpalmer 2nd place: @lilzachty 3rd place: @1anonlybrendon Do you think you can do the TAFReverse challenge? Check out Bam’s video and try for yourself. Please send your video directly to Darius Billings darius.billings@theathletesfoot.com or text it to him at 770-335-2002. We will send you a special gift.

Click here to watch video © TAF USA 2020. All Rights Reserved

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Kat Goduco Photography

#TAFModels Marlo Bolles @marlo.bolles

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TAF life

PUMA x future rider launch event To activate the launch of the new Puma Future Rider, The Athlete’s Foot teamed up with Dan Rue, @danrue, also known as Dancing Dan. Dan Rue is a dancer, comedian and internet sensation mainly known for his Instagram videos.

The activation took place at our flag ship store on Canal Street in New Orleans. Canal Street was live and festive as it was also Mardi Gras. The colors and styling of the Puma Future Rider and the Puma TFS apparel collection were a perfect fit to the vibrant colors and energy of Mardi Gras.

The in-store experience included a chance for customers to play Dancing Dan on a custom Puma gaming station. We also had a DJ spinning all day, Puma branded giveaways, and POP highlighting Puma ambassadors, DaniLeigh, and YBN Cordae.

New Orleans, Canal Street, Mardi Gras + Dancing Dan…You know the party moved to the streets.

Check out the video to see all the festivities!

Click here to watch video 10

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TAF life

Gucci Mane ’both sides’ ft. lil Baby

The Both Sides video was filmed in Atlanta, the hometown of Gucci and Lil Baby. The video shows places throughout the city that has meaning for both artists. The Athlete’s Foot and franchisee Isom Lowman have been a big part of both Gucci’s and Lil Baby’s life.

Isom was the first person to put Gucci Mane on the radio. Gucci Mane made Isom’s commercial for his first The Athlete’s Foot store back in 1999.

Isom has been a mentor and close friend to Gucci ever since.

Lil Baby was a mentee in Isom’s mentorship program while a student at Oglethorpe Elementary School. Oglethorpe was located in the West End close to The Athlete’s Foot on Lee Street.

Both artists reached out to Isom and asked if they could shoot this video at the West End location, and of course Isom humbly obliged.

Click here to see the latest from Gucci Mane & Lil Baby

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TAF life

Art, Beats & Lyrics Art, Beats + Lyrics is a traveling urban art and music exhibition founded by Cult Creative. AB+L’s mission is to create unique art experiences that help move the culture forward. This is done through supporting visionary artists and musicians who values authenticity, creativity, and individuality.

The Athlete’s Foot partnered with AB+L at NBA All-Star Weekend in Chicago to showcase the work of a TAF Elite artist, Ethan Punal. His work paid homage to Chicago Legends and LA’s Finest, with illustrations of Kobe, Lebron, Shaq, Pippen, MJ (all below), & Rodman(right).

See video for highlights of the entire event! It was an amazing evening. RIP Kobe!

Click here to watch video © TAF USA 2020. All Rights Reserved

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hot

drops Air Jordan 1 Mid ‘Let(HER)man’ 11.18.2020

Reebok Question ‘OG Red’ 08.21.2020

Yeezy Boost 350 V2 ‘Carbon’ 10.O2.2020

Nike Air More Uptempo ‘Olympic’ 04.01.2020

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Puma Rider ‘Dazzling Blue’ 01.01.2020

Air Jordan 6 ‘DMP’ 04.18.2020

Nike Air Trainer SC ‘Peachtree’ 01.01.2020

of

2020 Puma RS-X ‘BMW Motorsport’ 07.01.2020

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The Athlete’s Foot, like most of the world has faced many challenges in 2020.

We want to thank everyone who has helped TAF continue to serve our consumers and communities through these difficult times.

Wishing everyone a safe and healthy New Year.

USA

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AJ1 Let(HER)man

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