Finish Line Sharpens Its Customer Focus with Launch of New Brand Position

Athletic retailer The Finish Line, Inc. (NASDAQ:FINL) has announced the introduction of a new brand position – ‘EPIC FINISH’ – designed to drive consumer awareness and preference for Finish Line as the destination for the latest and greatest sneakers.

“The EPIC FINISH position speaks directly to the attitudes and preferences of our core consumer surrounding the culture, innovation and style of sneakers,” said Michael Grimes, vice president of omnichannel marketing for Finish Line.

“EPIC FINISH will be visible and integrated across all touchpoints, giving us the opportunity to inspire and engage our customers on an ongoing basis,” said Imran Jooma, chief omnichannel officer and executive vice president at Finish Line. “This is an important moment in time for our brand. It’s not a campaign. It’s not a tagline. It’s an emotional connection point for our consumer to directly connect with the Finish Line brand. The EPIC FINISH is a movement, and it starts today.”

This reflects Finish Line’s long-term commitment to exceeding the expectations of today’s Millennial and Gen Z sneaker consumer through product, service and the overall omnichannel experience. It also signifies Finish Line’s commitment to an ongoing investment in brand awareness, store experience and the continued development of industry leading digital and customer relationship management capabilities.

The launch will feature two-time NBA All-Star Anthony Davis and iconic hip-hop artist Big Sean – both performers at the highest level who represent a style that inspires Finish Line’s core consumer.

Follow the story online at FinishLine.com/EPICFINISH and #EPICFINISH.

About The Finish Line, Inc.

The Finish Line, Inc. is a premium retailer of athletic shoes, apparel and accessories. Headquartered in Indianapolis, Finish Line has approximately 1,010 Finish Line branded locations primarily in U.S. malls and shops inside Macy’s department stores and employs more than 14,000 sneakerologists who help customers every day connect with their sport, their life and their style. Online shopping is available at www.finishline.com and www.macys.com. Mobile shopping is available at m.finishline.com. Follow Finish Line on Twitter at Twitter.com/FinishLine or Twitter.com/FinishLineNews and “like” Finish Line on Facebook at Facebook.com/FinishLine. Track loyalty points and find store and product information with the free Finish Line app downloadable for iOS and Android customers.

Finish Line also operates the Running Specialty Group. 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 www.jackrabbit.com or www.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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