Exceed Company Ltd. Appoints Leading Marketing Firm in China

Founded in 1997, Beijing-based Genedigi is a leading public relations and marketing firm with extensive experience in the retail and consumer goods industries. The firm represents a broad base of both domestic and international companies with operations in China. Since 2004, Genedigi has been ranked in the Top Ten by the China International Public Relations Association.

Shuipan Lin, Exceed's founder, Chairman and CEO, commented, "As one of China's leading domestic sportswear brands, we are focused on creating highly impactful and effective marketing and promotional campaigns. We are therefore pleased to announce our partnership with Genedigi, one of the leading mainland marketing and public relations firms. As our marketing and public relations consultant, Genedigi will help us to promote our "happy lifestyle" marketing theme to reach an ever broadening base of customers as we expand our brand presence in the rapidly growing second and third tier cities in China. Genedigi has already been instrumental in supporting the launch of our sponsorship for the Fitness for All Sports Campaign in 2011, and we look forward to a long and successful relationship moving forward."

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 symbols "EDS", "EDSWW" and "EDSUU".