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JC Penney launches X Games boys' apparel line with ESPN Consumer Products

13
Jul '06
JC Penney Company Inc hits the half-pipe with the introduction of X Games boys' apparel developed as a collection with ESPN Consumer Products and X Games -- the premier action sports competition in the world.

The X Games brand lifestyle apparel will be available in JCPenney stores and on jcp.com beginning July 1, 2006, just in time to impact the Back-to-School season.

The new apparel line, targeted at tween and teen boys, is inspired by the biggest stage in action sports. Products will be carried year round in seasonal-appropriate styles. Included in the launch is an assortment of branded T-shirts in short and long sleeves, baseball hats, backpacks, camo cargos, zip-up hoodies and jackets. Items feature cool contrast stitching, distressed fabric treatments and street wear style graphics that give the line an active, edgier look befitting the X Games name. www.jcp.com will feature all of the X Games apparel categories, and will offer the innovative X Games Moto X 20" bike and select protective gear.

"This is the biggest and most important boys' apparel brand launch ever at JCPenney. The authenticity of X Games allows us to speak to kids in their language and reach an important, but underserved market," said Steve Lawrence, General Merchandise Manager, Children's Apparel at JCPenney. "JCPenney is the department store destination for Back-to-School, and the X Games brand gives us the perfect edge with boys looking for apparel that helps them expresstheir individuality."


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