PLANO, Texas–(BUSINESS WIRE)–J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of Xersion, a new private brand offering the modern lifestyle customer a performance wear collection that delivers style and quality at a smart price. Launching in JCPenney stores, online at and in catalog this August – just in time for the Olympics – Xersion will be available for both women and men, spanning apparel, footwear and accessories.

“Today, working out is an integral part of our customers’ lives — they demand a lot of themselves and their workout is no different. Xersion was created with action and motion in mind for active men and women, with each item designed to include various features to make workouts more comfortable and effective,” said Ken Hicks, president and chief merchandising officer of JCPenney. “With its fashionable style and superior performance features – all at a smart price – Xersion elevates our active wear assortment and provides modern customers another compelling reason to shop JCPenney.”

Xersion – which was designed, developed and sourced by JCPenney – will include performance wear tops, bottoms, jackets, footwear and socks along with sports bras and bra tanks for women. Items in the collection will include elements such as moisture wicking or anti-microbial properties as well as features such as no chafe seams, reflective tape and concealed pockets for credit cards, keys or iPods. For women, Xersion also offers built-in support tops as well as shorts with built-in shapewear. Overall, Xersion apparel fits snug to the body and continues to maintain its shape wear after wear. To ensure customers can easily identify the best type of active wear for their workout, icons on the Xersion packaging will highlight the specific performance features of each item. Xersion will also be available in woman and petite sizes and will later expand to include workout accessories such as gym bags.

Falling into JCPenney’s “better” pricing category, Xersion will complement existing active wear brands at JCPenney such as SJB Active™ – a “good” priced private brand for the traditional lifestyle customer – as well as “best” priced national brands such as Nike® and adidas® for the modern lifestyle customer. Xersion prices will range from $24-28 for tops; $26 for sports bras; $28 for bra-tanks; $22-26 for shorts, $34-36 for bottoms, $40 jackets and $50 for footwear.

Along with back wall graphics, Xersion will be showcased in the store with mannequins featuring head-to-toe looks – a first for JCPenney’s active wear department. Mannequins in the women’s active wear department will stand on Olympic-style winner podiums. The launch of the brand will is also being supported by direct mail, preprint, specialty catalog and Internet marketing.

About JCPenney

JCPenney is one of America’s leading retailers, operating 1,074 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet,, and the nation’s largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company’s commitment to providing customers with style and quality at a smart price. Traded as “JCP” on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2007 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney’s “Every Day Matters” brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company’s 155,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

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