(EMAILWIRE.COM, September 09, 2002 ) Emmitt Smith will loom larger than life over Texas Stadium, courtesy of JCPenney and its Emmitt-O-Meter (pronounced like speedometer). The Emmitt-O-Meter will boast a 16-foot tall image of Smith, which will rush across a dynamic billboard to countdown the 539 yards needed to meet Walter Payton's all-time NFL rushing record. The billboard is located in a prominent corner within Texas Stadium's campus.

In July, JCPenney announced a three-year merchandising partnership to serve as the official retailer of Dallas Cowboys apparel in a five-state Southwest region. The billboard, erected in preparation of the Cowboys' season opener, is a tribute to Smith and a symbol of JCPenney's support of the team.

"We couldn't be more proud of our partnership with Jerry Jones and the Cowboys organization," said JCPenney Chairman and CEO, Allen Questrom. "The Cowboys are a great American sports team and Emmitt Smith is certainly among the class acts of their organization's history. We wish Emmitt success and hope that the JCPenney Emmitt-O-Meter serves as a fun way for football fans to track his rush with history."

After Smith breaks the record, the billboard will be transformed into a congratulatory note and remain above Texas Stadium until the end of the season.

There are more than 1,000 JCPenney department stores throughout the 50 United States. The Company is a contributor to the JCPenney Afterschool Fund, a charitable organization that provides young people with high quality after school programs.

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Produced for JCPenney

Contact:

Scott Battishill
206-464-0197
DDB, Seattle
scott.battishill@sea.ddb.com

Contact Information:
J.C. Penney Company, Inc.
Joseph Nchor
Tel:
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