Baby Phat & GIANT Magazine present the Sole Series Tour

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Atlanta's YouTube Popstar Priscilla Renea to perform live at Underground Station: October 23rd, 2009 Gwinnett Place Mall - Atlanta GA

I ain't a Doll! This ain't a Dollhouse!

Famous for launching the most outstanding and innovative marketing campaigns, Baby Phat by Kimora Lee Simmons, in collaboration with GIANT Magazine, presents the "Sole Series" Campaign! GIANT and Baby Phat have embarked on a unique multi-media program that will engage the audience by integrating readers' experience with Baby Phat through print, digital, special event and mobile initiatives. Performing live at Underground Station, a division of Genesco Inc., for part three of the Sole Series in-store tour is hot new pop singer-songwriter Priscilla Renea.

The bright, colorful and clever Priscilla Renea has come a long way--from her home computer where she'd upload her original, catchy songs to YouTube (over 5.8 million views and counting!) to the storied roster at Capitol Records. Her hit single 'Dollhouse' is blowing up at radio and is an anthem for relationship independence and self-confidence with the fiercely sung hook "I ain't a Doll! This ain't a Dollhouse!". Her full-length debut album Jukebox is aptly named, for it reflects 21-year-old Priscilla's wide-ranging musical sensibilities and the scope of her talents.

Priscilla, who proudly hails from Atlanta, will perform outside the Underground Station store at the Gwinnett Place Mall in Atlanta, GA at 5pm on October 23rd, 2009. For this highly anticipated event, fans will have the opportunity to meet the Atlanta native and preview tracks off Jukebox slated for a December 1st release.

Other featured artists for the "Sole Series" program have included: sizzling new girl group, Electrik Red, pop singer Kristinia DeBarge and contemporary R&B singer Dondria Nicole. This ground-breaking campaign consists of the following: a "Road to Success" print feature, in-store tour, and a mobile sweepstakes for the opportunity to win the ultimate fashionista experience by attending the Baby Phat Fashion Show during New York's renowned Fashion Week. Talk about living life in the "fab" lane.

The Baby Phat Mobile Sweepstakes to win a trip to the NY Fall 2010 Fashion Week fashion show is another element to the "Sole Series" campaign. To become eligible for this amazing opportunity, customers must text the correct answer to the Baby Phat trivia question on the back of the VIP Access Card. All correct answers are automatically entered into the sweepstakes. Since Kimora adores her fans, everyone walks away with an exclusive Kimora Lee Simmons download regardless of whether their answer is correct or incorrect.

The "Sole Series" campaign will prove to be one of the most exciting and innovative projects that Baby Phat by Kimora Lee Simmons has committed to. There will be several promotional plans to ensure that this program is a heavy hitter! The Baby Phat social media pages, Facebook, Twitter, Flickr and YouTube will be constantly updated with exclusive photos and behind-the-scenes glimpses into the production and execution of this amazing new program as well. You can also preview the developing details on GIANTmag.com.

ABOUT BABY PHAT:
In 1999 a new era of women's fashion was born with the creation of the Baby Phat clothing line. In a world filled with fashion copycats Baby Phat stood out as a fresh approach to personal style. Under the direction of maverick businesswoman and Supermodel Kimora Lee Simmons, Baby Phat quickly became one of the fastest growing clothing lines in the United States. Today this preeminent lifestyle brand allows every woman to showcase her more glamorous, chic and fashion forward side. In less than ten years the Baby Phat Collection has grown to include apparel, outerwear, swimwear, lingerie, luggage, shoes, handbags, fragrance, jewelry, and eyewear collections.

BABY PHAT GETS SOCIAL
In an era where social media dominates the web and communities domestic and international, find a way to cyber connect, Baby Phat has launched a Facebook Fan Page, a Baby Phat Twitter Page, a Baby Phat YouTube Channel and a Baby Phat Flickr Photo Page to keep their fans abreast on all the happenings in the wonderful world of Phat.

ABOUT GIANT MAGAZINE:
GIANT is a division of Interactive One, LLC, reaching more than one million readers through it's bi-monthly urban entertainment lifestyle magazine. GIANT represents "celebrity, style and culture" and features daily online reporting of the cutting edge trends, provocative news and enlightening editorial from a multi-cultural urban perspective. Re-launched in 2006 to serve the urban community, GIANT Magazine speaks uniquely to the "grown and sexy" audience who grew up on hip-hop and urban music but are now more sophisticated and worldly professionals. For more information visit http://www.thegiantlist.com.

ABOUT UNDERGROUND STATION:
Genesco Inc., a Nashville-based specialty retailer, sells footwear, headwear and accessories in more than 2,240 retail stores in the United States and Canada, principally under the names Journeys, Journeys Kidz, Shi by Journeys, Johnston & Murphy, Underground Station, Hatworld, Lids, Hat Shack, Hat Zone, Head Quarters and Cap Connection, and on internet websites http://www.journeys.com, http://www.undergroundstation.com, http://www.johnstonmurphy.com, and http://www.lids.com. The Company also sells footwear at wholesale under its Johnston & Murphy brand and under the licensed Dockers brand. Additional information on Genesco and its operating divisions may be accessed at its website http://www.genesco.com.

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Natalie Hinds
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