Saucony Announces Sponsorship of BolderBoulder 10k

Brand commits to long-term partnership as exclusive footwear and apparel sponsor of ‘America’s All-Time Best 10K’
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LEXINGTON, MA (April 6, 2011) – Saucony, Inc, a leading global supplier of performance athletic footwear and apparel, today announced its long-term exclusive footwear and apparel sponsorship of the BolderBOULDER, recently named by Runner's World magazine as “America's All-Time Best 10K.” The event is the 3rd largest running race in the United States and the 5th largest in the world. The race attracts more than 50,000 participants and draws professional racing teams from all over the world. More than 150,000 spectators watch the festivities at this Memorial Day tradition in Boulder, Colorado.
“We couldn't be more excited to partner with the BolderBOULDER, America's premier 10K race held in a city that could only be called a runner's Mecca,” said Mark Bossardet, vice president of sports marketing for Saucony. “At Saucony we strive to inspire runners every day, but it's events like these that continue to inspire us. We look forward to further enhancing the ultimate race experience for both runners and spectators,” he added.
As part of its “boldest” level sponsorship, Saucony will outfit race officials and volunteers in the brand's award-winning footwear and apparel. Saucony will also provide a line of Dick's Sporting Goods BolderBOULDER 10K co-branded merchandise available for sale at the Dick's Sporting Goods BolderBOULDER SportsExhibit over Memorial Day weekend. In addition to supplying footwear and apparel for the event, Saucony will provide local training clubs and the BolderBOULDER10K middle school training program with merchandise.

“The BolderBOULDER is thrilled to welcome Saucony, a leader in innovation and performance running, to the race family,” said Cliff Bosley, race director of the BolderBOULDER. “Saucony's commitment to inspiring every runner, on every run, on every day, makes them an invaluable partner to us as we work tirelessly to create an unparalleled experience for our participants, spectators and community.”

The BolderBOULDER 10k road race was first held in 1979 in the area around North Boulder Park. The course has varied over the years, but has long finished at the University of Colorado's Folsom Field. From the first-year field of about 2,700 runners,
it has grown into the sixth-largest road race in the world, with more than 50,000 finishers in 2010. In order to allow for such a large and divergent field, the race features a wave start with the fastest runners leaving first, followed by 91 additional waves.

The 2011 race introduces a new start line located at 30th and Walnut in Boulder. The first wave of runners launches at 7:00am. The Women's and Men's Pro Race Starts are at 11:00am and 11:11am, respectively. The Dick's Sporting Goods SportsEXHIBIT will be on Pearl Street Mall in Boulder, May 28th-29th, from 10:00am-6:00pm.

For more information, please contact Sharon Barbano at Saucony (617-824-6126),
sharon.barbano@saucony.com or Jeff Lawrence at Mullen (617-226-9945), jeff.lawrence@mullen.com.

About Saucony, Inc.:
Saucony, Inc., a subsidiary of Collective Brands, Inc., is a leading global running lifestyle brand that fuses performance, innovation and style to create compelling footwear and apparel with its widely recognized brands Saucony and Saucony Originals. Founded in 1898, Saucony continues to inspire runners everywhere with its award winning innovations, including Flexion Plate™, ProGrid™, Arch-Lock®, and ViZiPRO™ apparel. For more information, go to www.saucony.com.

About BolderBOULDER 10K:
The DICK'S Sporting Goods BolderBOULDER 10K, a Running USA Founding Member, is the 3rd largest running race in the USA and the 5th largest in the world. The race attracts over 50,000 runners, walkers, and wheelchair racers, and draws professional racing teams from all over the world to compete for one of the largest non-marathon prize purse in road racing. The race starts at 30th Street and Walnut in Boulder, winds through neighborhoods with live music and entertainment at every corner, and finishes in the University of Colorado's Folsom Field. More than 150,000 spectators watch the festivities from inside the stadium and along the course. The 33rd BolderBOULDER will be held on Memorial Day, May 30, 2011.

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 covering a powerful brand portfolio, as well as multiple price points and selling channels including retail, wholesale, ecommerce and licensing. The company operates three strategic units covering a powerful brand portfolio, as well as multiple price points and selling channels including retail, wholesale, ecommerce and licensing. Collective Brands, Inc. includes Payless ShoeSource, focused on democratizing fashion and design in footwear and accessories through its nearly 4,500-store retail chain, with its brands Airwalk®, Dexter®, Champion®, Zoe & Zac™, the first-ever affordable green footwear brand, and designer collections Lela Rose for Payless, Christian Siriano for Payless and Isabel Toledo for Payless, among others; Collective Brands Performance + Lifestyle Group, focused on lifestyle and performance 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, with such youth lifestyle brands as Airwalk®, Vision Street Wear®, Sims®, Lamar® and LTD®. Information about, and links for shopping on, each of the Collective Brand's units can be found at www.collectivebrands.com.


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