San Francisco, CA - June 27, 2000 -

Macromedia, Inc. (NASDAQ: MACR), the leading provider of solutions for compelling and effective Web sites, and GI Joe's, a leading retailer of sporting goods, outdoor clothing, and auto accessories, today announced that GI Joe's new e-commerce site,, relies on Macromedia Generator 2 Enterprise Edition as its underlying technology. Macromedia Generator 2 Enterprise Edition is the first and only high-performance, scalable solution that enables Global 2000 companies to automatically deliver in real-time high-impact, data-driven, visual Web content.

In strategizing for the new site, GI Joe's wanted a customer-centric environment with intuitive navigation and a compelling visual experience that would result in a dynamic site offering the lowest possible levels of friction for the customer and the highest possible conversion to purchase. GI Joe's also wanted flexibility to update product categories, images, text and other content to keep the site current in the face of rapid growth.

Created by leading design shop NetXposure, the site selected Macromedia Generator 2 Enterprise Edition to deliver the real-time personalized, dynamic visual information that gives customers intuitive, fast-loading and customized shopping experiences, leading to increased sales and stronger brand identity. Generator also provides GI Joe's with the flexibility to keep their site easily updated by enabling content creators and site developers to add product information and navigation on the fly. The visually appealing site is completely automated with all of the hierarchical menus, multiple page lists, various product image sizes, search results pages, and size charts created automatically based on database information that can be updated in real-time.

In addition to Macromedia Generator 2 Enterprise Edition, the site was created using Macromedia Flash, Macromedia Dreamweaver, Macromedia FreeHand, and Macromedia Fireworks software. By exclusively using tightly integrated Macromedia Web authoring and development products, NetXposure moved quickly from concept to deployment.

"Macromedia technologies allow us to better showcase our products, reinforce our brand image, and close more sales," said Bill Edwards, group director of Joe's Direct and Internet. Macromedia Generator 2 Enterprise Edition reduces our workflow and maintenance, while enabling us to deliver rich visual content that can be personalized for each site visitor."

For example, NetXposure built an administration interface to the site using Macromedia Flash, which enables the GI Joe's staff to change any and all pieces of the site. The design, layout, and navigation of the site was created in Macromedia FreeHand, and then exported to Macromedia Flash. Macromedia Generator tied the templates created in Macromedia Flash to the back-end databases for real-time delivery. The Web pages on the site were created using Macromedia Dreamweaver, with image optimization in Macromedia Fireworks.

"The close integration of Macromedia Web products allowed NetXposure to move seamlessly from design and development to actual production," said Hans Janowitz, vice president of creative services for NetXposure. "The entire site was designed in Macromedia FreeHand, then exported to the appropriate production tools for each part of the site. By centralizing the design process, the site was not only built quickly, but any future design changes can be implemented with ease. No other set of Web design products allow for this kind of flexibility and control."

ABOUT GI JOE'S GI Joe's is a leading Northwest retailer of sporting goods, outdoor clothing, and auto accessories, supplying customers with all the gear they need to "Seize the Weekend." Founded in 1952, the company has grown to 18 store locations throughout Oregon and Washington. In 1998 president and owner Norm Daniels created Joe's Direct to initiate channel expansion into 'clicks and mortar' by building an informational website and acquiring the field and stream catalog, Tidewater. The next year Joe's Direct launched a commerce-ready web site and a new outdoor catalog, Joe's Outdoors. With catalogs driving business to the site, business expanded dramatically and the company quickly outgrew the functionality of its second site.

ABOUT MACROMEDIA Macromedia is passionate about what the Web can be. Its award-winning products empower developers to provide the most engaging experience on the Web, and enable more effective e-business. Head-quartered in San Francisco, Macromedia has more than 1,000 employees worldwide and is available on the Internet at

Macromedia, Macromedia Flash, Dreamweaver, Fireworks, FreeHand, and Generator are trademarks or registered trademarks of Macromedia, Inc. Other company and product names may be trademarks of the respective companies with which they are associated.