SHOPPERS CAN JOIN PAYLESS AND HELP CREATE A FUTURE WITHOUT BREAST CANCER; THE
PURCHASE OF $3 BRACELET HAS HELPED RAISE MILLIONS OF DOLLARS WORLDWIDE

Seventh Annual Embrace the Cause Program Features 2010 Limited-Edition Charm Bracelet for Only $3 With 100 Per cent of Net Profits from Bracelet Sales to Benefit the Canadian Breast Cancer Foundation, Co-Branded Slipper Also Supports Cause

TORONTO, Sept. 23 /CNW/ - This October, Payless will inspire shoppers to show their support for breast cancer awareness with this year's must-have accessory item - the 2010 Payless Breast Cancer Awareness charm bracelet benefitting the Canadian Breast Cancer Foundation, the country's leading national volunteer-based organization dedicated to creating a future without breast cancer.  The nation's largest specialty footwear retailer is proud to once again offer its Embrace the Cause bracelet in all its stores beginning Oct. 1 for just $3 - an accessible price that enables more people to get involved and has raised more than $3.6 million internationally since 2004 for the cause.

"Over the past six years, the popularity of our breast cancer awareness program has been incredible and shows how passionate Payless shoppers and associates feel about supporting this important cause," said LuAnn Via, CEO and president for Payless.  "With our on-trend bracelet at the $3 price point, we have created a program that allows just about everyone to join in the fight against breast cancer. Our program also shows how a small purchase can help raise millions of dollars."

Payless will contribute 100 per cent of the net profits of bracelet sales to the Canadian Breast Cancer Foundation, helping to support breast cancer research and community outreach programs. Over the past seven years, the Payless Embrace the Cause program has raised more than $3.6 million in total for the breast cancer cause.

"The Canadian Breast Cancer Foundation is delighted to partner with Payless, a longstanding supporter of the Foundation since 2004," said Joanne Simons, Vice President of Development, Canadian Breast Cancer Foundation. "Payless' Embrace the Cause program is a wonderful example of how a company and its consumers can show their commitment to the cause and contribute to the Foundation's vision of creating a future without breast cancer. We truly appreciate the support of Payless, its sales employees and customers in making this program a success this October."

The limited-edition charm bracelet features three elastic pink bands embellished with several "floating" silver-toned balls, linked together by a dangling breast cancer awareness ribbon charm. To buy the bracelet, consumers can visit all Payless stores in the U.S., Canada and Puerto Rico beginning Oct. 1. This is a limited-edition item available while supplies last.

Beginning last week, Payless also began offering the "Sierra" all-pink sweater slipper in select stores in the U.S. and Canada.  The Sierra is a scuff-style slipper, co-branded Airwalk and the Canadian Breast Cancer Foundation, and features a plush and cozy pink faux fur lining with a cable knit upper also trimmed in faux fur.  The slipper is offered in women's and girls' sizing and both retail for $27.99. Payless will contribute $2.80 per pair sold to the Canadian Breast Cancer Foundation.

According to 2010 Canadian Cancer Statistics, one in nine Canadian women are expected to develop breast cancer during their lifetime (if they live to age 90). This year, an estimated 23,200 women and 180 men in Canada will be diagnosed with breast cancer, and an estimated 5,300 women and 50 men will die of it. For more information on breast cancer in Canada, how to reduce your risk, or to make a donation to The Canadian Breast Cancer Foundation, visit www.cbcf.org.

About Payless' Giving Programs
Since 2004, Payless has established formal programs to support important causes by selling unique items and making them accessible at affordable price points and then partnering with shoppers by donating 100 per cent of the net profits from item sales to a nonprofit partner. Payless makes no money from these programs; they are 100 per cent philanthropic.

About the Canadian Breast Cancer Foundation
The Canadian Breast Cancer Foundation was founded in 1986 by a group of volunteers and has become the leading national volunteer-based organization in Canada dedicated to creating a future without breast cancer. The Foundation has invested $230 million since its inception to collaboratively fund, support and advocate for relevant and innovative breast cancer research, meaningful education and awareness programs, early diagnosis and effective treatment, and a positive quality of life for those living with breast cancer. Based in Toronto, the Canadian Breast Cancer Foundation has regional offices in British Columbia/Yukon, Prairies/North West Territories, Ontario and the Atlantic Region. For more information about the Canadian Breast Cancer Foundation please visit www.cbcf.org.

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 2010, the company operated nearly 4,500 stores.

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

For further information:

Shelley Fremont, GCI Group, [phone], [email protected]; Nicole McKnight, GCI Group, [phone], [email protected]