Action Executive to Join Jeff Gordon, Inc.; John S. Bickford Sr. Named VP and GM of One of Action's Key Licensors.

Sports Editors/Business Editors

PHOENIX--(BUSINESS WIRE)--March 25, 2004

Action Performance Companies, Inc. (NYSE: ATN), the leader in the design, marketing, promotion, and distribution of licensed motorsports merchandise, today announced that Executive Vice President of Strategic Alliances John S. Bickford Sr. is resigning to become Vice President and General Manager of star NASCAR driver Jeff Gordon's Jeff Gordon, Inc. and Gordon's other business related interests.

"John has made many wonderful contributions to this organization over the last six years, but he now has a great opportunity to run all of the licensing operations for one of the biggest brands in racing, if not in all of professional sports," Action Chairman and Chief Executive Officer Fred Wagenhals said. "I will miss his counsel, but I understand his desire to again work directly with his stepson, Jeff. I am pleased, however, that he has accepted my offer to be a consultant to Action over the next year."

Bickford will also resign his seat on Action's Board of Directors, which will remain vacant until an independent director is nominated. Following his departure, eight directors will be seated on the company's board, with five independent members.

"I'm proud to have helped Fred build Action to the premier company that it is today," Bickford explained. "While I hesitated to leave Action, working with Jeff has always been my priority. Further, I will continue to be closely aligned with Action as I work with Action to expand Jeff's memorabilia revenues. I have enjoyed the more than six years I have been with Action. I will always be an Action supporter."

Gordon stated, "He helped shape my racing career and was pivotal in the decision making process as I progressed through different racing series up to NASCAR. I'm confident in his ability to move Jeff Gordon, Inc. forward."

About Action Performance

Action Performance Companies Inc. (NYSE: ATN) is the leader in the design, promotion, marketing and distribution of licensed motorsports merchandise. The Company's products include a broad range of motorsports-related die-cast replica collectibles, apparel, souvenirs and other memorabilia. Action Performance markets and distributes products through a variety of channels including the Action Racing Collectables network of wholesale distributors, the Racing Collectables Club of America, QVC, goracing.com, trackside at racing events, direct corporate promotions, mass retail and department stores, specialty dealers. Additional information about Action Performance can be found at www.action-performance.com.