JCPenney Debuts “Inside Lane:” Teams Up with Top Women’s Basketball Players to Unlock Elite Everyday Fashion for All

PLANO, Texas--(BUSINESS WIRE)--JCPenney is doing it again. First, the retailer rewrote a billion-dollar Venice Wedding on a $10k budget. Then, it reimagined the Paris Runway in Paris, Texas. Now, JCPenney is teaming up with five of women’s basketball’s most influential athletes to democratize off-court fashion. By leaning into each athlete’s unique style at affordable price points, they’re on a mission to demonstrate elite fits aren’t reserved just for tunnel walks. Introducing “Inside Lane” – JCPenney's unapologetic answer to providing access to style that will leave you cheering, “Yes, JCPenney!”

“I chose to be part of 'Inside Lane' because JCPenney understands what luxury brands miss: confidence doesn't require exclusivity," said NCAA National Champion Gabriela Jaquez.

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Championing a new era of the ‘everyday tunnel fit,’ JCPenney is partnering with five female basketballers each bringing their undeniable personal style to a series of curated looks to prove all-star fashion doesn’t require a big-shot budget. The “Inside Lane” roster includes:

• Audi Crooks, College basketball Student-Athlete, NCAA's second-leading scorer
• Gabriela Jaquez, NCAA National Champion (UCLA) & First-round WNBA Draft Pick
• Jackie Young, 3x WNBA Champion, 2x Olympic Gold Medalist, 4x WNBA All Star, 2018 #1 overall draft pick, NCAA Champion
• KK Arnold, College basketball Student-Athlete at UConn & 2025 NCAA National Champion
• Stef Dolson, 2x NCAA Champion, WNBA Champion, 2× WNBA All-Star, Olympic Gold Medalist

"In a pay-to-play world, JCPenney believes access shouldn’t cost," said Marisa Thalberg, Executive Vice President, Chief Customer and Marketing Officer at Catalyst Brands. "We are subbing out exclusivity and opening the tunnel walk to all. No luxury tag. No insider access. Just great style for everyday moments that meets women exactly where they are. That’s how we play, from the “Inside Lane,” where every woman is put in a scoring position.”

As women's sports continue to drive culture, basketball players are setting trends, commanding attention, and refusing to play small. JCPenney’s “Inside Lane” demonstrates that influence and the style that personifies it shouldn’t be reserved for the few, it should be accessible at all. This roster underscores that style doesn’t require a stylist, and that elite off-court fashion can happen at any price point.

"Women's basketball represents exactly what 'Yes, JCPenney' stands for," Thalberg continued. "These athletes are bold. Unapologetic. Inclusive. Defying expectations. They embody what it means to show up with confidence – even if they’ve been underestimated. Exactly what our customers do every single day, whether they're on the court or on Main Street."

Inside Lane isn't about gatekeeping style. It's about unlocking it.

JCPenney believes everyone deserves access to the feeling - that moment when your fit is right and your confidence is undeniable. Whether you're walking to class, stepping into a new job, moving through city streets, or standing in a coffee shop line. That's your tunnel moment. That's your "Yes."

Through five distinct style journeys, each athlete's curation tells their style story and refuses to play small, whether it is Arnold's bold edge, Young's statement pieces, Crooks' 90s reimagined flair, Jaquez’ elevated comfort or Dolson's versatility. In the coming months, unlike typical limited-edition collaborations, “Inside Lane” will debut multiple curated looks from each player, fit for all sizes and at every price point – each pulled from JCPenney’s existing lineup, meaning there’s no waitlist required. Styled up or down for whatever your tunnel moment looks like, these full looks will be available to score online and in-store at jcpenney.com/m/insidelane with value and style that can’t be beat.

The “Inside Lane” was built in partnership with women’s sports firm, Deep Blue Sports + Entertainment. “The women’s sports industry and its respective fandom have been built on access and community – its influence on fashion and style should be no different,” said Laura Correnti, Founder & CEO, Deep Blue Sports + Entertainment. “JCPenney’s continued approach to be the antithesis of exclusivity not only aligns strategically with the broader women’s sports ecosystem, but it also platforms everyday style athletes and their fans put on to put wins on the board across all facets of life; look good, feel good, play good.”

Playing From the Inside Lane

NCAA National Champion Gabriela Jaquez has built her career refusing to be underestimated. That same fearlessness extends beyond the court, where fashion serves as a powerful expression of her identity and upbringing. JCPenney’s “Inside Lane” marks a full circle moment for Jaquez, rooted in personal history and driven by confidence, authenticity, and self-expression.

"Fashion is part of my game, on and off the court. Growing up, I'd head to the Camarillo JCPenney every back-to-school season—that's where I learned that real power comes from accessibility, not price tags,” said Jaquez. “I chose to be part of 'Inside Lane' because JCPenney understands what luxury brands miss: confidence doesn't require exclusivity. I handpicked these fits to give every woman the freedom to command her space and own her moment, unapologetically."

That's what “Inside Lane” is built on: five athletes who refuse to be confined by what the industry tells them is possible, now giving that same power back to fans wherever their everyday tunnel fit moment takes them. Welcome to the Inside Lane.

About JCPenney

JCPenney, part of Catalyst Brands, is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.

In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.

About Deep Blue Sports + Entertainment

A woman-owned company founded in 2023, Deep Blue is the world's first firm exclusively dedicated to drive commercial investment into women's sports. Recognized by Sports Business Journal as a Women's Sports Power Player in its first year in business, Deep Blue is the industry leader in supporting strategic brand investment into women’s sports through partnerships, media, creative campaigns and activations. The firm also has an IP and events division, which includes the annual Business of Women's Sports Summit and the co-founding of iHeart Women’s Sports in partnership with iHeartMedia. Please visit Deep Blue Sports + Entertainment for more information and follow the firm on Instagram and LinkedIn.