My Life, My Ride™: New NSS Footwear Styles Ollie Into Sears and Kmart; NSS Lifestyle Apparel Now Available at and at Selected Stores

In celebration NSS launches rideNSS, a cross-country search for America's top skating talent

Kmart and Sears today announced a promotional and retail relationship with well-respected skate shoe and lifestyle apparel brand, Nice Skate Shoes (NSS). To celebrate the launch, Sears, Kmart and NSS are presenting the rideNSS tour, a cross-country tour of skate parks and a nationwide search for some of America's best skating talent.

NSS footwear is already one of the hottest brands at Sears and Kmart. Now NSS is poised to kickflip the industry when it debuts its latest footwear styles and new lifestyle apparel collection for young men and boys at selected Kmart stores and online at With the brand's new tag line, My Life, My Ride™, Sears and Kmart hope to bring some of the individuality and personal expression that are integral to the skater lifestyle to their customers.

NSS footwear combines street looks with great skateability. Most styles feature graphics or logo designs, padded collar and tongue, cushioned insoles and durable resilient rubber outsoles.

NSS tops are comprised of tees and hoodies, featuring skate-inspired graphics, flocking and foils. Straight denim fits are punctuated with studs and other hardware as well as unique belts, such as chains and novelties. The denim is destructed with on-trend treatments such as spot sanding, abrasions and whiskering. Different wash treatments round out the offering.

"Sears and Kmart are pleased to be able to offer our customers access to a recognizable lifestyle brand like NSS that features unexpected quality for an affordable price," said Diane Vaccaro of Sears Holdings. "The leather and technology of NSS footwear compares with the offerings of some of the most-recognizable skate brands on the market, and the apparel has exciting design that provides both trend-right style and great value."

To celebrate the launch of NSS, Sears and Kmart have launched the rideNSS tour, a nationwide tour to celebrate the NSS credo, My Life, My Ride™, and identify some of the country's best skating talent. The tour kicks off in late July and makes stops at 25 different skate parks in California, Kentucky, Ohio, Pennsylvania, Maryland, New York, New Jersey and Indiana plus 25 "guerilla" appearances in cities across the country. Each event will identify one champion who exhibits unique skills and performance capabilities. The winner will be granted a custom skateboard and shoes and go on to compete for a national title. The national winner will have $5,000 donated in their name, on behalf of Sears Holdings Corporation, to improve their home skate park.

In addition to the activities surrounding the skaters at each event, the tour will conclude with one skate park on the tour receiving a permanent improvement worth $5,000.

To spread the word about the upcoming skate park tour and challenge, Sears is launching the NSS SUV to rideNSS cities. People who spot the SUV will be able to scan the "jag tag" and get high-energy, high-def, exclusive NSS content sent directly to their cell phones.

News from the cross-country tour also will be featured on the new online home of NSS, . This lifestyle destination offers intense graphics, online shoe shopping and exclusive content focusing on the importance of individualization and personal expression from six skaters who epitomize the NSS lifestyle in such diverse geographies as New York, Maui and Los Angeles.

"The essence of skateboarding is flow and style," said Tracy Van Hoven, chief marketing officer - Footwear, Sears Holdings Corporation. "It's all about your board, your shoes and simply the love of the ride, and the NSS brand delivers on the authenticity of that experience. As a result, we are very pleased to add NSS to our brand portfolio at Kmart and Sears as the destinations for products that offer super style with maximum affordability. It is this positioning that serves as the foundation to the NSS line, and is at the core of our Marketing efforts designed to connect with skaters in a way that taps into their personal love of the sport."

NSS shoes are offered in sizes and styles for toddlers to adults and are affordably priced from $17.99 to $44.99 for men's, women's and kids' styles at both Kmart and Sears stores. Customers also can find the shoes at, and the new home for NSS online,

NSS lifestyle apparel for young men and boys will be available online and at selected Kmart locations. Tops and tees start at $9.99 for Kids and $12.99 for Young Men. Denim prices are $19.99 for Boys and $24.99 - $26.99 for Young Men. Selection varies by store. For more information, visit

About NSS

Experience the signature style of Nice Skate Shoes, designed for the everyday boarder. Made specifically for comfort and durability on the board, NSS is ingeniously crafted and endorsed by some of today's hottest professional skaters. Be wary of imposters and posers.

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with approximately 3,900 full-line and specialty retail stores in the United States and Canada. Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and maintenance. Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands. It also has Martha Stewart Everyday products, which are offered exclusively in the U.S. by Kmart. We are the nation's largest provider of home services, with more than 12 million service calls made annually. Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation. For more information, visit Sears Holdings' Web site at

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SOURCE: Sears Holdings Corporation

CONTACT: Amy Dimond of Sears Holdings Corp., +1-847-286-3226,; or Dara Cothran of Euro RSCG Worldwide PR,

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