Ted Ligety

J.C. Penney's latest effort to attract lapsed customers includes a new tagline, "when it fits, you feel it." The tagline has so far appeared in two ads — a Valentine's Day-themed spot, as well as "Rise," which aired during the opening ceremonies for the Sochi 2014 Winter Olympics. The tagline is also gaining exposure through the retailer's sponsorship of NBC's Olympic broadcast. J.C. Penney is a first-time sponsor of the broadcast. When shoppers round up their purchase to the nearest dollar, proceeds go to the U.S. Olympic Committee.