BOSTON, MA--(Marketwire - July 29, 2010) -  Back in the 80s, Journeys was the only major retailer to put payphones and TV monitors playing music videos in their locations. Why? Because, unlike most other mall retailers, Journeys wanted the young teen crowd to come hang out in their stores. Payphones made it a cool, friendly atmosphere... an open-minded way of saying 'welcome.'

Well, payphones have gone the way of the buggy-whip, but Journeys is back at it, with a new, high-tech way to make its stores fun, friendly and the best place for any teen to hang out at the mall.

How are they doing it? By collaborating with SCVNGR to launch challenges and rewards at their 800+ stores across the country.

SCVNGR is a location-based social mobile game. Playing is simple: Go places. Do challenges. Earn points and unlock rewards! Players do these quick, fun challenges and broadcast where they are and what they're up to out to their friends on SCVNGR, Facebook and Twitter.

Journeys has built challenges on SCVNGR at each location (worth 5 points instead of the normal 2). Challenges like: Pick the shoes you'd rock on your favorite skateboard, snap a pic and you've scored 5 points. Give yourself an A+ in style by taking a photo of the accessory you want most this upcoming school year, boom, another 5 points.

What makes this partnership particularly unique (and awesome), is that Journeys is the first national retailer to take advantage of a brand new game element in SCVNGR: the reward.

Rewards are things that players unlock by doing challenges at places. Things like, $10 off your purchase at any Journeys location!

Just earn 20 points by doing quick, fun challenges at your local Journeys and you'll unlock the reward. Redeeming it couldn't be any easier... simply show the reward right on the SCVNGR app to the cashier and go!

"Staying relevant to the teen consumer is a guiding principle for Journeys, which is why our collaboration with SCVNGR is the perfect fit," said James C. Estepa, President and CEO of Genesco Retail. "Connecting our brick and mortar stores to a location-based mobile game platform adds an exciting layer to our store environment where customers can engage with the Journeys brand, earn points for completing fun challenges and get rewarded."

"Journeys is the perfect partner to be the first to launch rewards on SCVNGR," said Seth Priebatsch, Chief Ninja of SCVNGR. "The Journeys culture is high-energy and playful, all about doing new things. SCVNGR is a natural next step in continuing their tradition of being on the cutting edge when it comes to engaging with the teen demo."

So, play SCVNGR, head to Journeys, do challenges, earn points and unlock an awesome reward; $10 off any purchase!

You can grab the free SCVNGR app from the Android Market or Apple App Store.

For more information go to: http://www.journeys.com/scvngr/.

About SCVNGR
SCVNGR is a game. Playing is simple: Go places. Do challenges. Earn points! Share where you are and what you're up to with your friends on SCVNGR, Facebook and Twitter. SCVNGR is played via a free iPhone & Android app. But playing SCVNGR is only half of it. Individuals, small businesses and enterprises build on SCVNGR by adding custom challenges and rewards at their locations. SCVNGR is funded by Google Ventures and Highland Capital Partners. Visit www.scvngr.com to learn more.

About Journeys
Journeys is a leader in the teen specialty retail scene, with more than 815 stores across the United States and three locations in Canada. Journeys uses fashion savvy and merchandising science to keep in step with the fast-paced footwear and accessories market for 12- to 22-year-old guys and girls. Journeys offers a wide variety of trendy, relevant brands that cater to teens that seek the hottest, new styles. The Journeys store is more than a retail environment; it's an extension of the teen lifestyle. From the plasma TVs playing exclusive content and the latest music videos, to its visual merchandising strategy and promotions, to the employees whose image and style reflect Journeys customers' lifestyles and attitude; the Journeys store is designed to stay relevant and engage its core customers' lifestyles. In addition, Journeys reaches its customers through www.journeys.com, a mobile website, catalog, national advertising, strategic cross-promotions, social media and an annual music and action sports tour -- the Journeys Backyard BBQ (journeysbbq.com). Journeys -- An Attitude You Can Wear!

About Genesco Inc.
Genesco Inc., a Nashville-based specialty retailer, sells footwear, headwear and accessories in more than 2,260 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 www.journeys.com, www.journeyskidz.com, www.shibyjourneys.com, www.undergroundstation.com, www.johnstonmurphy.com, www.dockersshoes.com, and 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 www.genesco.com.

Contact Information:

Media contact
LaunchSquad for SCVNGR
Katie Cinnamond or Emilie Cole
Scvngr [at] launchsquad [dot] com
Boston: 914-646-2097
San Francisco: 415-625-8555