By  on July 28, 2008

In time for the Olympics, J.C. Penney is pumping up its activewear department by launching Xersion on Aug. 8 at 600 of its 1,074 stores.

The collection is Penney’s first attempt at designing and developing its own performance brand with a modern take. Penney’s already sells SJB Active in women’s and Simply for Sports for men, but the look of those private labels is traditional. Penney’s also carries Adidas and Nike merchandise as well as Champion sports bras.

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