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. It is also supporting Team USA and skier Ted Ligety — it posted a video,#GoLigety on YouTube. And when shoppers round up their purchase to the nearest dollar, proceeds go to the U.S. Olympic Committee. The retailer is a longtime sponsor of the Academy Awards, which take place on March 2, and has used that as a platform to introduce new marketing messages in the past.

The ad airing during the Olympics focuses on fit, without any sort of promotional message attached. A voice-over says, “You know it when it lets you rise to greet the world. A fit that lets you stand out a little brighter, move a little faster, part crowds a little easier. When it feels so right you wear it again and again and again, like a charm that always knows exactly how to win.”