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Payless and Shoppers Take Steps In the Fight Against Breast Cancer This October

Sixth Annual Taking Steps to Fight Breast Cancer Program Features 2009 Limited-Edition Charm Bracelet for Only $2 with 100 Percent of Net Profits from Bracelet Sales Benefitting Susan G. Komen for the Cure(R)

TOPEKA, Kan., Sept. 22 /PRNewswire-FirstCall/ -- This October, Payless will inspire shoppers to show their support for breast cancer awareness with this year's must-have accessory item - the 2009 Payless Breast Cancer Awareness charm bracelet benefitting Susan G. Komen for the Cure(R), the world's leading breast cancer advocacy organization. The nation's largest specialty footwear retailer is, once again, proud to offer a limited-edition, breast cancer awareness item for just $2 in all its stores and Payless.com(R) - an accessible price that enables more people to support the cause.

"Now more than ever it is important that affordable breast cancer awareness items be available to consumers who want to show their support for this important cause," said LuAnn Via, CEO and president for Payless. "The popularity of our breast cancer awareness program over the past five years exemplifies how strongly Payless shoppers feel about supporting this cause. It also demonstrates how a small purchase of just $2 can help raise millions."

Since its inception in 2003, Payless has raised more than $2.5 million through its Taking Steps to Fight Breast Cancer program and has joined the ranks of Susan G. Komen for the Cure's "Million Dollar Council." Payless said it will again partner with shoppers who buy the item; the retailer then donates 100 percent of the net profits from the bracelet sales to Susan G. Komen for the Cure to help fund life-saving research and community outreach programs.

The limited-edition Payless Breast Cancer Awareness bracelet features a dangling charm with the iconic breast cancer awareness ribbon (inscribed with 2009), accompanied by several "floating" silver-toned balls on an elastic pink multi-band that can be easily be adjusted -- making it the perfect breast cancer awareness fashion statement for wrists of any size.

To buy the $2 Payless bracelet, consumers can visit all Payless stores chain-wide in the U.S., Canada and Puerto Rico or shop Payless.com(R) beginning September 29. This is a limited-edition item available while supplies last.

According to the American Cancer Society's 2009 facts and figures, an estimated 194,280 cases of invasive breast cancer are expected to occur in the Unite States this year alone. The good news, though, is that female breast cancer incidence rates have decreased by 2.2 percent per year from 1999-2005. For more information on breast health or breast cancer, contact Susan G. Komen for the Cure at 1-877 GO KOMEN (1-877-465-6636) or visit www.komen.org.

About Payless' Giving Programs

Payless has established formal programs to support important causes by selling unique on-trend items and making them accessible with affordable price points and then partnering with shoppers by donating a 100 percent of the net profits from item sales to a cause. Through such programs, Payless supports Breast Cancer Awareness in October and celebrates Black History Month in February and Hispanic Heritage Month in September by establishing the Payless Inspiring Possibilities Scholarships benefitting the higher education of America's minority youth. Payless supports inner city youth in New York City with its Friendship Shoe program, with proceeds benefitting the Fresh Air Fund, which provides free summer vacations to underprivileged children living in the New York area. In April, Payless announced its alliance with the Nature Conservancy's Plant a Billion Trees campaign where it is donating $1 - the cost to plant one tree in the Atlantic Forest in Brazil -- for every reusable shopping bag sold. The company said it expects to plant, at minimum, 100,000 trees through this effort. These are among the Payless and Collective Brands, Inc. giving programs.

About Susan G. Komen for the Cure(R)

Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Today, Komen for the Cure is the world's largest grassroots network of breast cancer survivors and activists fighting to save lives, empower people, ensure quality care for all and energize science to find the cures. Thanks to events like the Komen Race for the Cure(R), we have invested more than $1.3 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit www.komen.org or call 1-877 GO KOMEN.

About Payless & Collective Brands, Inc.

Payless ShoeSource, Inc., a unit of Collective Brands, Inc., is the largest specialty family footwear retailer in the Western Hemisphere and is dedicated to democratizing fashion and design in footwear and accessories and inspiring fun, fashion possibilities for the family at a great value. As of the end of second quarter 2009, the company operated more than 4,500 stores. In addition, customers can buy shoes over the Internet through Payless.com(R) at www.payless.com.

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. 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, with its brands Airwalk(R), American Eagle by Payless, Dexter(R), Champion(R), Zoe & Zac(TM), the first-ever affordable green footwear brand, and designer collections Abaete for Payless, Lela Rose for Payless, Unforgettable Moments by Lela Rose, alice + olivia for Payless, Christian Siriano for Payless and STLPxAirwalk, 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(R), Keds(R), Sperry Top-Sider(R), Robeez(R), and Saucony(R), among others; and Collective Licensing International, the brand development, management and global licensing unit, with such youth lifestyle brands as Airwalk(R), Vision Street Wear(R), Sims(R), Lamar(R) and LTD(R). Information about, and links for shopping on, each of the Collective Brand's units can be found at www.collectivebrands.com.

AMERICAN EAGLE BY PAYLESS IS NOT AFFILIATED WITH AMERICAN EAGLE OUTFITTERS

Editor's Note: samples and production-quality images of the 2009 Payless Breast Cancer Awareness Charm Bracelet are available upon request.

SOURCE Payless ShoeSource, Inc.

Media, Mardi Larson, +1-612-928-0202, mardi@mardilarson.com, for Payless ShoeSource, Inc.