Running Specialty Group Introduces Brand Evolution to JackRabbit

The Running Specialty Group (RSG), an operating segment of The Finish Line, Inc. (NASDAQ: FINL), announced today a strategic, gradual rebranding initiative to evolve its entire family of specialty running destinations under one unified brand – JackRabbit. The company will begin its transition to the new branding with an omnichannel approach which includes a new logo, e-commerce site, an enhanced social presence and “Where FIT Happens” community approach. The transition will occur in six store locations in the New York market in November centered on the marathon.

“We’re excited to have multiple locations in the region coming together under the JackRabbit brand,” said Bill Kirkendall, president of Running Specialty Group. “JackRabbit is a vibrant and distinctive name that evokes an active lifestyle. It speaks to running enthusiasts, coaches and friends and will elevate our consumer and community experiences at every touch point with a seamless, omnichannel approach.”

“The evolution to JackRabbit will truly take flight within the New York community and we’re excited for this next chapter of our brand story,” said Frank Pruitt, senior vice president of brand strategy and experience at RSG. JackRabbit activations this November will include a regional in-store and digital campaign surrounding the New York City Marathon with an elevated presence at the health and wellness expo. Following that, the company plans to roll out the JackRabbit brand across the country surrounding key running specialty events over the next 24 months. The new JackRabbit.com will serve as the e-commerce site for all re-branded stores.

”We will continue to invest in all of our stores throughout this rollout to be competitive and relevant to our customers,” added Pruitt. “Through this community-based approach, we will elevate the premium customer experience while incorporating core elements that align with our mission to inspire, connect and serve runners everywhere as they make “FIT” happen every day.”

About Running Specialty Group

The Running Specialty Group (RSG) is an operating segment of The Finish Line, Inc. (NASDAQ: FINL). This includes 76 specialty running stores in 17 states and the District of Columbia under the JackRabbit, The Running Company, Run On!, Blue Mile, Boulder Running Company, Roncker’s Running Spot, Running Fit, VA Runner, Capital RunWalk, Richmond RoadRunner, Garry Gribble’s Running Sports, Run Colorado, Raleigh Running Outfitters, Striders and Indiana Running Company banners. More information is available at JackRabbit.com or boulderrunningcompany.com. Follow the latest about the brand on Twitter or Instagram via @JackRabbitNYC.

Forward-Looking Statements

This news release includes statements that are or may be considered "forward-looking" within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. These forward-looking statements generally can be identified by the use of words or phrases such as "believe," "expect," "future," "anticipate," "intend," "plan," "foresee," "may," "should," "will," "estimates," "outlook," "potential," "optimistic," "confidence," "continue," "evolve," "expand," "growth" or words and phrases of similar meaning. Statements that describe objectives, plans or goals also are forward-looking statements.

All of these forward-looking statements are subject to risks, management assumptions and uncertainties that could cause actual results to differ materially from those contemplated by the relevant forward-looking statements. The principal risk factors that could cause actual performance and future actions to differ materially from the forward-looking statements include, but are not limited to, the company's reliance on a few key vendors for a majority of its merchandise purchases (including a significant portion from one key vendor); the availability and timely receipt of products; the ability to timely fulfill and ship products to customers; fluctuations in oil prices causing changes in gasoline and energy prices, resulting in changes in consumer spending as well as increases in utility, freight and product costs; product demand and market acceptance risks; deterioration of macro-economic and business conditions; the inability to locate and obtain or retain acceptable lease terms for the company's stores; the effect of competitive products and pricing; loss of key employees; execution of strategic growth initiatives (including actual and potential mergers and acquisitions and other components of the company's capital allocation strategy); cybersecurity risks, including breach of customer data; a major failure of technology and information systems and the other risks detailed in the company's Securities and Exchange Commission filings. Readers are urged to consider these factors carefully in evaluating the forward-looking statements. The forward-looking statements included herein are made only as of the date of this report and Finish Line undertakes no obligation to publicly update these forward-looking statements to reflect subsequent events or circumstances.

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