FINISH LINE SNEAKER STORE TO LAUNCH NEW BRAND CAMPAIGN BE HEARD!® YOUR VOICE. YOUR CHOICE.

Indianapolis, IN · July 19, 2007 / PRNewswire / – The Finish Line, Inc. (NASDAQ: FINL), an Indianapolis-based athletic specialty retailer, today announced the launch of a new brand campaign entitled BE HEARD!. This integrated campaign will launch simultaneously in nearly 700 Finish Line stores, online at www.finishline.com and will be supported by television and digital advertising.

BE HEARD! is a call to action that encourages customers to make a statement about who they are through their shoes. The campaign is an extension of Finish Line's selection message. At Finish Line, customers can express their individuality by choosing from over 5,000 styles and brands. Shoes speak, and Finish Line, with its wide selection and exclusive styles, helps customers say what they want to say. BE HEARD! Your Voice. Your Choice.

The BE HEARD! messaging will be reflected throughout the stores and online. The campaign creates visual distinction and emphasis for performance and sport style sections along with new arrival product sections. "We want to disrupt the consumer mindset," says Kevin Flynn, Finish Line's senior vice president of marketing. "We believe that BE HEARD! is a powerful message that can stop customers in their tracks, and it's a message that has the ability to engage consumers more with our brand."

BE HEARD! will extend to television on July 19, 2007. Building off of the old adage that "Your shoes say a lot about who you are," the television spot will feature conversations that take place through sneakers. With this concept, people are only seen from the knee down, and their style is expressed through animated "emotisoles" and music. The "emotisoles" tell the story of connections between the individual and their shoe or between two individuals. The spot showcases Finish Line's selection of performance and lifestyle footwear and is scheduled to air on cable stations including MTV, MTV2, Adult Swim as well as on websites Yahoo!, Facebook and MTV.

Another component of the campaign is a microsite www.yourvoiceyourchoice.com where individuals can log on and BE HEARD!. The microsite will be a social website comprised mostly of user-generated content. Here people can upload photos, select music, show their individuality and style, share profiles and post comments. Once the content is generated, users will also be able to use the site to find people with similar preferences and/or style. Features of the microsite include links that take customers directly back to www.finishline.com to make a purchase, and an ability to export content directly to a personal webpage such as Myspace or Facebook. Xylem CCI handled creative design and implementation for the microsite.

Chicago-based marketing agency Upshot worked in partnership with Finish Line's internal creative team to bring "BE HEARD!" to life both in-store and out-of-store. "Self expression continues to be a major force for the target audience," said Upshot President & CEO, Brian Kristofek. "Shoes are a natural vehicle of self expression, so we tapped into the idea that shoes speak louder than words."

Finish Line has a licensing agreement with Versatile Productions, Inc. who holds the rights to the Be Heard!® trademark.

About Finish Line

The Finish Line, Inc. is one of the largest mall-based specialty retailers operating under the Finish Line, Man Alive and Paiva brand names. The Finish Line, Inc. is publicly traded on the NASDAQ Global Select Market under the symbol FINL. The Company currently operates 696 Finish Line stores in 47 states and online, 93 Man Alive stores in 19 states and 15 Paiva stores in 10 states and online. To learn more about these brands, visit www.finishline.com, www.manalive.com and www.paiva.com.

About Upshot

Upshot (http://www.upshot.net) is a Chicago-based marketing agency that challenges indifference to engage consumers. Upshot creates marketing solutions at all points of engagement, based on a deep consumer and shopper understanding and keen insights. Upshot clients include Miller Brewing Company, Procter & Gamble, Tremor/Vocalpoint, Emmi USA and Family Dollar to name a few. Upshot is a division of EMAK Worldwide (NASDAQ: EMAK).

About Versatile Productions

Versatile Productions is a Colorado based full service production company that has produced a 6 part interactive teen talk show entitled "Be Heard!®"(for more information go to www.beheardtv.com). Versatile Productions produces corporate productions, live events, multi-media presentations, interactive websites and much more. Versatile clients include, ABC, CBS, NBC, PBS, Washington Week, Pfizer, and EnCana Oil & Gas. For additional information on Versatile's capabilities go to www.versatileproductions.com.