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

13 Jul '06

3 min read

In most stores, consumers will find an integrated X Games lifestyle shop incorporating multiple product lines and headlined by an actual Moto X bike display. The launch product features special X Games 'Gold Medal Guide' hang tags that provide customers with action sports tips and tricks along with X Games highlights.

"The X Games is the most recognizable action sports lifestyle brand with a devoted following among teen and tween boys," said Steve Cipolla, Vice President and General Manager, ESPN Consumer Products. "Creating an apparel line that embodies this lifestyle is a natural extension of the brand. Our research shows that X Games represents all things 'cool' about action sports for kids. We're excited to work with JCPenney, a company that is an expert at reaching teens and tweens, in delivering high-quality, authentic X games products to this audience."

X Games 12 will take place Aug. 3 - 6 in Los Angeles at the Home Depot Center and STAPLES Center. Expect action-packed sporting events featuring Moto X, skateboarding and BMX biking.

JC Penney Corporation Inc, the wholly owned operating subsidiary of JC Penney Company Inc, is one of America's largest department store, catalog, and e-commerce retailers, employing approx. 151,000 associates.

JC Penney Company Inc

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