Saucony Announces Consumer-Created Ad Contest Winner

Saucony announces the winner of the “We know … Because we run” brand campaign online contest. Saucony had given runners the opportunity to share their passion about the sport for the chance to have their entry featured in a Saucony print ad.
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LEXINGTON, MA (March 5, 2009) – Saucony, Inc., a leading global supplier of performance athletic footwear and apparel, has chosen the runner whose idea will be turned into a future ad for the “We know … Because we run” brand campaign. Maisie Bauer of Spokane, Washington, is the winner of the brand's online contest which gave runners a unique opportunity to share their passion about the sport while competing for one thousand dollars retail value of Saucony footwear and apparel and the chance to have their entry featured in a Saucony print ad.

Bauer's entry, “We know … not all addictions require treatment … Because we run,” is one of over 5,000 submitted to Saucony between October and December 2008.

“I thought the contest was a neat idea,” said Bauer, a 40 year old mother of two. “My husband, Greg, and I had fun coming up with various ideas to put in the line while we were on a road trip to Montana. I find running to be the best cardio workout for me and I love how I feel after every run. It made me think and realize that running really is a part of my life rather than just a part of my workout,” added Bauer.

“We set out to create a platform for runners to share their emotional connection to the sport and to the brand,” said Mary O'Brien, vice president of marketing for Saucony. “Selecting the winner was no easy task. All of the entries are engaging, creative and inspiring, showing us that the “We Know” campaign is truly resonating with the daily experiences of runners everywhere,” added O'Brien.

The “We know … Because we run,” brand campaign launched in national vertical running publications in November 2008. The campaign, which continues to amplify Saucony's authenticity and emotional connection with runners everywhere, utilizes a multimedia and integrated execution that includes print, online, retail and event initiatives. The campaign, developed by Mechanica of Newburyport, Massachusetts, is planned to run throughout 2009, with several new executions for the fall, including that of Bauer's. Saucony will continue to integrate the theme into upcoming marketing initiatives throughout the year.

“This campaign and the response to our contest underscores the exciting momentum in both our footwear and apparel businesses while simultaneously communicating the collective passion and emotional kinship that we share with runners everywhere,” said O'Brien.

Saucony's growing momentum continues to be underlined by key industry awards for both its road and trail products, including the most recent “Best Update” and “Best Debut” by Runner's World for the ProGrid™ Stabil CS and the ProGrid Echelon, respectively, in the publication's annual “Spring Shoe Guide Special” (March 2009).

For Media Inquiries: Jeff Lawrence at Mullen: 978-468-8945 or jeff.lawrence@mullen.com, or Sharon Barbano at Saucony: 617-824-6126 or sharon.barbano@saucony.com.

About Saucony, Inc.: Saucony, Inc., a subsidiary of Collective Brands and a division of The Stride Rite Corporation is a leading global supplier of performance athletic footwear and apparel with its widely recognized brands Saucony and Saucony Originals. For more information, go to www.saucony.com.

About Collective Brands, Inc.: Collective Brands, Inc. (NYSE: PSS) is a leader in bringing compelling lifestyle, fashion and performance brands for footwear and related accessories to consumers worldwide. The company operates three strategic units as well as multiple price points and selling channels. Collective Brands, Inc. includes Payless ShoeSource, focused on democratizing fashion and design in footwear and accessories through its more than 4,500-store retail chain; Stride Rite, focused on lifestyle and athletic branded footwear and high-quality children's footwear sold primarily through wholesaling, with its brands including Stride Rite®, Keds®, Sperry Top-Sider®, Robeez®, and Saucony®, among others; and Collective Licensing International, the brand development, management and global licensing unit. Information about each of the Collective Brand's units can be found at http://www.collectivebrands.com.

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