Exceed Selected as Official Partner of the Nationwide "Fitness for All" Campaign for Third Consecutive Year

FUJIAN, China, July 10, 2012 /PRNewswire-Asia-FirstCall/ -- Exceed Company Ltd. (NASDAQ: EDS) ("Exceed" or the "Company"), one of the leading domestic sportswear companies in China, today announced that the Company's wholly owned subsidiary, Xidelong (China) Co., Ltd. ("XDL China"), has been selected for the third consecutive year as the official partner of the Nationwide "Fitness for All" Sports Campaign (the "Campaign"). Mr. Shuipan Lin, founder, Chairman and Chief Executive Officer of Exceed, together with Mr. Min Xiao, the Secretary of the General Administration of Sports of China ("GASC"), Mr. Jiaren Weng, the head of the Human Resource Development Center of GASC, and Mr. Xiaodong Tu, the head of China Sports Publications Corp., kicked off the opening ceremony of the 2012 "Fitness for All" campaign in Beijing's Ditan Stadium on July 3, 2012. Officials from more than 32 national and municipal sports-related government organizations and more than 2,000 guests and dignitaries attended the ceremony.

The opening ceremonies marked the start of the third year of the Nationwide "Fitness for All" Sports Campaign, a charitable, social initiative to promote the development of the sports and fitness industry and the concept of using fitness and sporting events to further the health and happiness of the general public. XDL China was named the first official sponsor of the "Fitness for All" Sports Campaign in 2010, the inaugural year for the Campaign, and again in 2011. The Campaign has been highly successful since inception in raising awareness of the benefits of sport and an active lifestyle, drawing participants from 39 cities, 210 colleges and universities and 16 enterprises, reaching almost 50 million people nationwide.

Shuipan Lin, Exceed's founder, Chairman and Chief Executive Officer, commented, "We are proud to once again be named the official partner of the "Fitness for All" campaign and to witness the continuing success of the program to date. As a good corporate citizen, we are honored to be part of this nationwide charitable campaign to accelerate the development of China's sports industry, and this opportunity offers a prestigious and high-profile platform for our brand. As a leading brand in China's sportswear industry, Exceed has an obligation to support efforts to promote fitness and healthy living through sport. In-line with the theme of the Campaign, we will continue to align our brand image and corporate culture around the concepts of "lifestyle" and "freedom"; ideas which resonate strongly with our target demographic of young, fashionable and value-conscious shoppers throughout China."

About Exceed Company Ltd.

Exceed Company Ltd. designs, develops and engages in wholesale of footwear, apparel and accessories under its own brand, XIDELONG, in China. Since it began operations in 2002, Exceed has targeted its growth on the consumer markets in the second and third-tier cities in China. Exceed has three principal categories of products: (i) footwear, which comprises running, leisure, basketball, skateboarding and canvas footwear, (ii) apparel, which mainly comprises sports tops, pants, jackets, track suits and coats, and (iii) accessories, which mainly comprise bags, socks, hats and caps. Exceed Company Ltd. currently trades on Nasdaq under the symbol "EDS".

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