SPY Announces Strategic Partnership with Ken Block and 43 Racing

Carlsbad, California – July 30, 2010 –SPY joins the Block party! Consummating a relationship that has over 10 years of history, SPY has joined an elite stable of brands to support and promote Ken Block and the Monster World Rally Team.

Block began his career in rally with a bang in 2005, being named the Rally America Rookie of the Year. He continued racing in the national series with much success and a long list of podium finishes. Then in 2010, Block moved on to the big leagues, racing all over the globe in the World Rally Championship with the newly formed Monster World Rally Team. This was history in the making, since Block is the first American to ever campaign a WRC program.

The partnership establishes Ken Block as an official Ambassador for the SPY brand in the sport of Rally and aligns the brand with one of the best marketing machines action sports has ever seen. “The SPY brand was born of motor sports and our history with Ken runs deep,” says Matt Harkins, VP – Brand Management for SPY. “We surround ourselves with athletes who look good going fast and Ken does that better than most. This partnership solidifies a longstanding relationship and positions us all to drive forward into greatness and have lots of fun in the process!”

Look forward to Ken rocking SPY in and out of races and SPY signature style to grace the now infamous Gymkhana video series. Coming Summer 2011, SPY will release a signature collection of product that reflects the spirit of all things Block. Stay tuned to spyoptic.com for more details.

“I’ve been wearing SPY sunglasses for a while; I have always been a big fan of their frames,” says Ken Block, “So I am really stoked that I finally get to design my own pair. As with everything related to myself and the team, I really value the ability to have a say in the look and feel of the products that represent us. That said, this is going to be an awesome project.”

Look for Ken to hit the X Games by storm this weekend in LA in both the Rally Car Racing event and the all-new Super Rally event, where drivers race door-to-door moto-x style around the track instead of against the clock. It will be a rally royal rumble at the Coliseum this Saturday. Rally is expected to be the most anticipated event in the X Games schedule and SPY and Ken Block will be making lots of noise. Check out all the events on espn.com.

SPY is the brand that invites you to Live Thru Our Lens…

SPY Optic was created by a passionate group of action sports and motor sports enthusiasts who quickly attracted the attention of the world’s best athletes. Based in Southern California, at the crossroads of an emerging Action Sports culture in the mid-nineties, the SPY brand was born. The Cross, a symbol commonly used to denote faith, is for SPYa signal rather than a symbol. Representing our unique position as a nexus entity immersed in Boardsports, Motor sports, Fashion and Culture. SPYis the Brand that invites the world to “Live Thru Our Lens.”

The SPY brand has supplied not only the fashion to suit your passion; it has been a market leader in eyewear related technology. The SPY Scoop® venting system combats lens fogging by promoting airflow between the lens and the wearer’s face. SPY’s polarization treatments supersede existing eyewear standards with its premium injected Trident polarized lenses. The lenses effectively eliminate more than 99 percent of blinding glare for precise, unobstructed vision. Look for SPYto keep pushing the boundaries for both taste & technology! Stay on top of all the biz at spyoptic.com.

Safe Harbor Statement

This press release contains forward-looking statements. These statements relate to future events or future financial performance and are subject to risks and uncertainties. In some cases, you can identify forward-looking statements by terminology such as “may,” “will,” “should,” “expect,” “plan,” “anticipate,” “believe,” “feel,” “estimate,” “predict,” “potential” or “continue,” the negative of such terms or other comparable terminology. Comments in this press release regarding, among other things, our future prospects, new opportunities, the success of our brand and the success of our new partnership with Ken Block are forward-looking statements and are subject to inherent risks. These statements are only predictions. Actual events or results may differ materially. Factors that could cause actual results to differ from those contained in the forward-looking statements include, but are not limited to: the general conditions of the domestic and global economy, changes in consumer discretionary spending; changes in the value of the U.S. dollar, Canadian dollar and Euro; changes in commodity prices; our ability to source raw materials and finished products at favorable prices; risks related to the limited visibility of future orders; our ability to continue to develop, produce and introduce innovative new products in a timely manner; the performance of new products and continued acceptance of current products; our execution of strategic initiatives and alliances; uncertainties associated with intellectual property protection for our products; and other risks identified from time to time in our Orange 21 Inc. filings made with the U.S. Securities and Exchange Commission. Although, we believe that the expectations reflected in the forward-looking statements are reasonable, we cannot guarantee future results. Moreover, we assume no responsibility for the accuracy or completeness of such forward-looking statements and undertake no obligation to update any of these forward-looking statements.