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Buckle and Jones Soda Team Up for "Your jeans. Your Jones." National Back-to-School Promotion

Specialty retailer Buckle (NYSE: BKE) has partnered with Jones Soda(TM) (NASDAQ: JSDA) to launch "Your jeans. Your Jones.," a national promotion in which guests can receive a can of Jones Pure Cane Soda (while supplies last) for trying on three pairs of jeans at any one of Buckle's 357 retail locations beginning July 12, 2007.

In addition, guests can visit until August 15, 2007 and enter to win one of more than 500 Buckle gift cards, as well as the grand prize: The VIP Buckle/Jones Experience. The grand prize winner will receive a trip for two to Seattle (airfare and accommodations), a $1,000 Buckle shopping spree, and a behind-the-scenes tour of Jones Soda headquarters, complete with soda taste tests and a chance to help choose the next soda label.

The promotion also includes a Jones Soda label contest created specifically for Buckle guests. By submitting their favorite photos, guests will have an opportunity to have their photo appear on a national run of Jones Soda bottles, with ten winners in all.

"Jones Soda and Buckle make a great team. Not only do we focus on similar demographics; both companies offer a great selection of unique products -- making it easy for guests to express their personal style," says Dennis Nelson, President and CEO of The Buckle, Inc.

"We are really excited about this partnership," said Peter van Stolk, President and CEO of Jones Soda Co. "Buckle has a strong reputation with a lot of retail locations that will provide a great venue for Jones, allowing us to share our brand with even more young, trend-aware consumers than before."

About Buckle

Offering a unique mix of high-quality, on-trend apparel, accessories, and footwear, Buckle caters to fashion-conscious young men and women. Known as a denim destination, the store carries a wide selection of fits, styles, and finishes from leading denim brands, including their exclusive brand, BKE. Headquartered in Kearney, Nebraska, Buckle currently operates 357 stores in 38 states. (

About Jones Soda

Headquartered in Seattle, Washington, Jones Soda Co. manufactures Jones Soda, Jones Pure Cane Soda, Jones Energy, Jones Organics, Jones Naturals, Whoopass, and 24C brands and sells them through its distribution network. A leader in the premium soda category, Jones is known for its innovative labeling technique that incorporates always-changing photos submitted by its consumers. Jones Soda is sold through traditional beverage retailers and everywhere you'd never expect to find a soda. (

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