Exceed Company Ltd. Receives Outstanding Contribution Award from China's General Administration of Sport

FUJIAN, China, February 23, 2012 /PRNewswire-Asia-FirstCall/ -- Exceed Company Ltd. (NASDAQ: EDS) ("EDS", "Exceed" or "the Company"), the owner and operator of "Xidelong" brand - one of the leading domestic sportswear brands in China, today announced that on January 19, 2012, at the 'Fitness for All Campaign 2011' closing and award ceremony in Beijing, the Company received the Chinese General Administration of Sport's Outstanding Contribution Award for the second consecutive year.

The award ceremony was organized by the General Administration of Sport together with the Occupational Skills Identification Advisory Center and China Sports Publications Group. The ceremony recognized the achievements of the 'Fitness for All' campaign over the past two years and awarded the communities and volunteers for their continuing support of the campaign as well as their active participation in relevant volunteer services.

The Nationwide 'Fitness for All' Sports Campaign is a charitable, social initiative to promote the development of the sports and fitness industry and the concept of fitness and sporting events to further the health and happiness of the general public. Exceed's Beijing subsidiary, XDL China, was named the first official sponsor of the 'Fitness for All' Sports Campaign in 2010, the inaugural year for the campaign, and was again selected as the official sponsor for 2011. The Campaign has been highly effective and well received by the public. The ultimate goal of the Campaign is to raise 32% of the population in China to a moderate or above level of physical fitness by 2015.

Mr. Shuipan Lin, Exceed's founder, Chairman and CEO, commented, "We are honored to receive this official recognition for our contributions to the 'Fitness for All' campaign. Exceed strongly supports this important campaign and shares the General Administration of Sport's desire to raise awareness of the benefits of sports and fitness as key parts of a healthy, happy lifestyle. As a proud partner of the 'Fitness for All' campaign from its inception, we have continued to support this important initiative through the efforts of our employees, with corporate donations, and by promoting the concept of living a 'Sports Lifestyle.' As the campaign's positive impact continues to spread among the nation's youth, we could not be more proud to have the Xidelong brand name associated with these efforts to improve the health and happiness of our future leaders. We look forward to continuing our active support of the 'Fitness for All' campaign in the coming year."

For further information of the Company, including presentations for download, please visit the Company's website at http://www.ir.xdlong.cn/.

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 comprises sports tops, pants, jackets, track suits and coats, and (iii) accessories, which comprise bags, socks, hats and caps. Exceed Company Ltd. currently trades on NASDAQ under the symbol "EDS".