Eva Longoria - the First Face of BEBE SPORT!

BRISBANE, Calif.--()--bebe stores, inc. (NASDAQ:BEBE) today announced that internationally renowned, award winning actress Eva Longoria will become the new face of BEBE SPORT launching for Spring/Summer 07.

This marks the first-ever advertising campaign for BEBE SPORT signaling the growth and evolution of the brand and Eva is the perfect choice to help contribute to our future success, said Manny Mashouf, Founder and Chairman.

Eva is the real deal! continued Mr. Mashouf. Aside from her great talent and charisma, she is beautiful, sexy and intelligent, with an amazing eye for fashion, who personifies the BEBE SPORT lifestyle that women aspire to.

Eva Longoria is totally in sync with our brand and her association with BEBE SPORT goes far beyond appearing as the face of our new campaign, commented Greg Scott, Chief Executive Officer. She is dedicated to fitness, has a great sense of style and we are looking forward to her valuable input into our bbsp product beginning with the Spring/Summer 07 Collection.

To have bebe select me as the first face ever to ignite the BEBE SPORT line around the world is a wonderful honor! stated Longoria. Its exciting to share in the growth of such a huge, internationally successful brand. BEBE SPORT embodies sophistication and femininity while still remaining sexy and comfortable, which is extremely important to me. The look of BEBE SPORT goes hand and hand with who I am as a person in both my personal and professional life.

The Spring/Summer 07 campaign, photographed by Greg Kadel, will launch Mid-March in national and regional magazines, outdoor advertising and direct mail. Longoria will make her first official BEBE SPORT appearance mid-March at the launch party and preview which will take place in Los Angeles.

Longoria is most widely known for her portrayal of Gabrielle Solis on the ABC mega-hit Desperate Housewives, the two-time Golden Globe and Screen Actors Guild winning show with over 30 million viewers in the US, seen in 208 countries around the world. She has been named one of Rolling Stones People of the Year, 2005 Peoples 50 Most Beautiful, 2006s 100 Most Beautiful People, as well as #1 Hottest Woman in the World on Maxims annual Hot 100 list, two years in a row.

Longoria starred opposite Michael Douglas and Kiefer Sutherland in Fox/Regency/Further Films THE SENTINEL and opposite Christian Bale and Freddie Rodriquez in the indie film HARSH TIMES. She recently finished shooting Gold Circle Films romantic comedy HOW I MET MY BOYFRIENDS DEAD FIANCEE and lends her voice to the upcoming Lions Gate animated film FOODFIGHT. She hosted and co-produced the National Council of La Raza ALMA Awards.

Longoria is the national spokesperson for Padres Contra El Cancer, a nonprofit organization committed to improving the quality of life for Latino children with cancer and their families. She works with the Special Olympics, The United Farm Workers (UFW), The Mexican American Legal Defense Educational Fund (MALDEF), the Dolores Huerta Foundation, The National Council of La Raza (NCLR), and she recently founded the San Antonio-based non-profit organization Evas Heroes which provides an inclusive setting for individuals with developmental disabilities to interact, play and grow with their typically developing peers.

Launched in Fiscal 2003 to expand bebes loyal universe of customers, BEBE SPORT redefines the term casual active lifestyle by fusing sexy and sophisticated fashion with active inspired street wear and performance apparel. Currently, there are 48 BEBE SPORT stores located throughout the U.S., Puerto Rico and Canada.

bebe stores, inc. designs, develops and produces a distinctive line of contemporary womens apparel and accessories, which it markets under the bebe, COLLECTION bebe, Neda by bebe, Neda, BEBE SPORT and bebe O brand names. bebe currently operates 258 stores, of which 189 are bebe stores, 20 are bebe outlet stores, 48 are BEBE SPORT stores and 1 Neda by bebe store. These stores are located in the United States, Puerto Rico and Canada. In addition, there is an online store at www.bebe.com.

The statements in this news release, other than the historical financial information, contain forward-looking statements that involve risks and uncertainties that could cause actual results to differ from anticipated results. Wherever used, the words expect, plan, anticipate, believe and similar expressions identify forward-looking statements. Any such forward-looking statements are subject to risks and uncertainties and the company's future results of operations could differ materially from historical results or current expectations. Some of these risks include, without limitation, miscalculation of the demand for our products, effective management of our growth, decline in comparable store sales performance, ongoing competitive pressures in the apparel industry, changes in the level of consumer spending or preferences in apparel, and/or other factors that may be described in the company's annual report on Form 10-K and/or other filings with the Securities and Exchange Commission. Future economic and industry trends that could potentially impact revenues and profitability are difficult to predict.

Contacts

bebe stores, inc.
Walter Parks, 415-715-3900 (Investor Relations)
Chief Operating Officer
Mary Hamilton, 415-657-4594 (Public Relations)
Senior Director, Corporate Communications

Contacts

bebe stores, inc.
Walter Parks, 415-715-3900 (Investor Relations)
Chief Operating Officer
Mary Hamilton, 415-657-4594 (Public Relations)
Senior Director, Corporate Communications