JCPenney Launches Exclusive X Games Boys Apparel Line with ESPN Consumer Products; Authentic Action Sports Lifestyle Brand Introduced for Back-to-School.

PLANO, Texas -- J. C. Penney Company, Inc. (NYSE:JCP) 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 express their individuality."

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.

About JCPenney

J. C. Penney Corporation, Inc., the wholly owned operating subsidiary of J. C. Penney Company, Inc., is one of America's largest department store, catalog, and e-commerce retailers, employing approximately 151,000 associates. As of April 29, 2006, J. C. Penney Corporation, Inc. operated 1,021 JCPenney department stores throughout the United States and Puerto Rico. JCP.com is one of the largest apparel and home furnishings sites on the Internet and JCPenney is the nation's largest catalog merchant of general merchandise.

About ESPN Consumer Products

As a new and growing division, ESPN Consumer Products, which oversees the development of product lines under the ESPN, X Games and BASS brands, has launched several successful products in the toys and games category. The new line of X Games sporting goods and protective gear is part of a full line of action sports-themed products designed for the action sports fan and enthusiast. ESPN Consumer Products is developing and launching lifestyle sports entertainment products that serve the fan and reflect the assets and equity of ESPN.

ESPN first developed its X Games franchise in 1995 and today is recognized as the premier action sports brand in the world. As part of the ESPN Original Entertainment division, X Games, Winter X Games and All Access are just some of the original action sports programming currently shown on ESPN and ESPN2. The brand has also grown to include international X Games events, EXPN.com, EXPN Radio, the large format film ESPN's Ultimate X, and various X Games-branded retail products.