Success is doing ordinary things extraordinarily well.Jim Rohn

2012 PRESS KIT

sunglasses

Public Relations Highlights

Recent Sightings of Rudy Project

Recent Sightings of Rudy Project Cont.

Ironman 2011 #1 Aero Helmet: Wingspan

Photos: Kona 2011

Photos: Celebrities in Rudy Project

Photos: US Rowing Team

Photos: Triathletes - AJ Baucco & Madi Serpico

Photos: Triathletes - Potts, McQuaid, Cunningham, Kessler

Press Release: XTERRA Sponsorship

Press Release: Melanie McQuaid Sponsorship

Press Release: Hillary Biscay & Meredith Kessler Sponsorship

Press Release: USAT Sponsorship

Press Release: Cross Country Skiing Championship

Press Release: Wingspan #1 Aero Helmet at Ironman 2011

Advertising

Back Cover

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the numbers of individual press contacts (endemic & nonendemic) emailed RPNA press releases and related contenton a semimonthly basis (source: Amanda Grant)

Hypermasks

Apparel & bags

Windmax helmets

Revenges

Rydons

Wingspans

Noyzs

Sterlings

Robs

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Facebook fans of Rudy Project North America(source: Facebook Insights)7.004

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TOP PRODUCTS GIVEN TO THE PRESS - jan 2012 / apr 2012

TABLE OF CONTENTS RUDY PROJECT PR HIGHLIGHTS

the average # of posts by Face book fans per month(source: Facebook Insights)90

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RECENT SIGHTINGS RECENT SIGHTINGS CONT.

BICYCLING MAGAZINE

“Buyer’s Guide”

April 2012

Sterling helmetselected for 2012“Buyer’s Guide”

TRIATHLETE MAGAZINE

“Buyer’s Guide”

May / June 2012

Wingspan selected asTriathelte’s “Best Aero Helmet”

LAVA MAGAZINE

May 2012

Caitlin Snow wearsRudy Poject’s Wingspanin wind tunnel testing

EYECARE PROFESSIONAL

“Colors of Summer” May 2012

ROB 2.0selected for“Colors of Summer” feature

EYECARE PROFESSIONAL

“New Releases for Spring”

March 2012

Maya SUFfeatured as sportsunglass for spring

SCOTTSDALE HEALTH

March 2012

Rudy Project athlete,Gea Johnson,from Strada Racingwears Rudy Project’s Wingspan

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RUDY PROJECT # 1 PHOTOGRAPHS: KONA 2011

Official Aero Helmet Count Ironman World Championship 2011 Kona, Hawaii

Lava Magazine’s Product Count Reveals Rudy Project’s Wingspanas Most Worn Aero Helmet at Ironman

Matt Lewis

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PHOTOGRAPHS: CELEBRITIES PHOTOGRAPHS: US ROWING TEAM

ANGELICA CASTRO

Telemundo Reporter, Nip & Tuck, In Plain Sight

HEATHER TOM

Bold and the Beautiful, Monk, Ugly Betty

BOBBY ALT & CAROLINE D’AMORE

Entourage, 90210, Sorority Row

CRISTIAN DE LA FUENTE

Ugly Betty,

Dancing with the Stars

Private Practice

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PHOTOGRAPHS: TRIATHLETES PHOTOGRAPHS: TRIATHLETES CONT.

AJ BAUCCO

MADI SERPICO

IRONMAN 70.3 CALIFORNIA

Oceanside, CA - March 31, 2012

MEN

1st

2nd

4th

6th

WOMEN

1st

3rd

Andy Potts

Richie Cunningham

Leon Griffin

Matt Reed

Melanie McQuaid

Meredith Kessler

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XTERRA SPONSORSHIP MELANIE McQUAID SPONSORSHIP

RUDY PROJECT NAMED OFFICIAL EYEWEAR & HELMET SPONSOR OF XTERRA

3 - Year Agreement Signed Between Rudy Project and XTerraFOR IMMEDIATE RELEASE - April 5, 2012

DENVER, CO – XTERRA, the premier off-road triathlon and trail run series, has selected Rudy Project as its official and exclusive eyewear and helmet sponsor in the U.S. Rudy Project, an endurance sports leader in sunglass, prescription eyewear, and helmet manufacturing, will continue this partnership through 2014.

“Over the years, we’ve had a solid working relationship with the folks and athletes at XTERRA, so it only made sense to partner with them officially, given their influential, positive role in the endurance world,” said Paul Craig, President and Co-Founder of Rudy Project North America. “By partnering with XTERRA, Rudy Project hopes to grow within the sport of triathlon, cycling, and running,” he added. As a participating sponsor, Rudy Project will connect with XTERRA’s active, national audience of adventure seekers, weekend warriors and competitors via the XTERRA America Tour of more than 100 off-road triathlons and trail runs held across the U.S. annually.

“Rudy Project has a history of making great products, evident in the number of athletes seen wearing their sunglasses and helmets at our races,” said Tom Kiely, the CEO of TEAM Unlimited/XTERRA. “They have also been

great supporters of the sport of triathlon, and we’re excited to have them on our team,” he added.

The partnership is great news for XTERRA athletes, as Rudy Project sunglasses, helmets, and performance bags will be awarded at events nationwide. XTERRA endurance athletes, their families, and friends can also benefit via exclusive XTERRA special offers.

Rudy Project sponsors thousands of renowned organizations, athletes, and teams, including USA Triathlon, US Rowing, XTERRA, Pro Cycling Team Liquigas Cannondale, Triathlon Club of San Diego, professional triathletes Melanie McQuaid, Michellie Jones, Matt Reed, Sarah Haskins, Andy Potts, to name a few.

RUDY PROJECT SIGNS PRO TRIATHLETE MELANIE McQUAID

FOR EYEWEAR & HELEMTS

3X XTerra World Champion McQuaid Joins the Rudy Project FamilyFOR IMMEDIATE RELEASE - April 3, 2012

DENVER, CO – She is the only person to have claimed three XTERRA Triathlon World Championship titles, she was the winner of the inaugural ITU Cross Triathlon World Championship in Spain last April, she won this past weekend’s Ironman 70.3 California, and hailing from Canada, she is determined to tack on another victory title at this year’s XTERRA Worlds. Rudy Project is pleased to announce that it has signed Melanie McQuaid as her official helmet and sunglass sponsor through 2014.

McQuaid isn’t your run of the mill triathlete – she doesn’t stick to just one type of triathlon, rather, to balance her schedule and improve her training and race performance, she competes in both off-road races and half Ironman events. In fact, her two favorite races are Ironman 70.3 Vineman and XTERRA Italy, Sardinia. When asked why she likes Vineman, she responded, “I love wine and what’s better than a triathlon in wine country?” McQuaid knows what it means to have fun and a quick glance at her website is a sure sign – her video blogs are hilarious, to say the least, especially her triathlete spoofs and cooking videos.

“We love Melanie not just because she’s an incredible athlete, but because she is spunky and cool,” remarked Paul Craig, President and Co-Founder of Rudy Project North America. “How many triathletes can say they’ve dominated both off-road and half Ironman triathlons? Not many. We look forward to supporting her efforts to become one of the world’s most esteemed triathletes,” he added.

From performance eyewear to helmets to racing apparel, Rudy Project designs and manufacturers many exceptional products made specifically for triathletes like McQuaid. She chose Rudy Project because she “really loves Rudy’s super funky, Italian flare.” She considers the Rudy Project performance glasses to be “especially functional, stylish, and versatile – there is a sunglass and lens for everyone.”

McQuaid will be sporting Rudy Project’s Sterling helmet for training and off-road races, the Wingspan for her 70.3s, and the Genetyk sunglasses this season as she accomplishes, what she calls, “some unfinished business at XTERRA Worlds.” She plans to take the season one race at a time, and of course, race her fastest.

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BISCAY & KESSLER SPONSORSHIP USAT SPONSORSHIP

RUDY PROJECT SIGNS PRO TRIATHLETES HILLARY BISCAY and MEREDITH KESSLER

Ironman Champions Biscay and Kessler Join the Rudy Project FamilyFOR IMMEDIATE RELEASE - March 5, 2012

DENVER, CO – They’ve completed almost 100 Ironmans combined, they were both college athletes, they are best friends who can finish each other’s sentences, and now they’re both Rudy Project sponsored athletes. Rudy Project is proud to announce that it has signed Ironman Champions Hillary Biscay and Meredith Kessler as their official helmet and sunglass sponsor.

After competing in the 2000 US Olympic Swimming Trials (200-meter breaststroke), Biscay quickly turned to triathlon, spending her first 4 years in the sport competing as an amateur. During the past 11 years, she’s raked in 52 Ironman finishes, including a win at Ironman Wisconsin in 2008. Having her sights on another Ironman win for 2012, she’s a force to be reckoned within the sport of triathlon.

When asked how triathlon has impacted her relationship with Kessler, Biscay responded, “I remember racing Ironman Louisville in 2010 – it was a horrible race for me – and with an IV hooked up to my arm, feeling completely drained, I kept asking for updates on Meredith as she was winning Ironman Canada. Her win turned my bad day into a great day!”

Kessler didn’t start her journey as a professional triathlete, rather, she spent almost a decade racing as an amateur, eventually knocking off more than 2 hours off of her debut Ironman time. Like her best friend, Kessler too hopes to rack up another Ironman victory this year and is excited to be a part of the Rudy Project team. “The quality of Rudy Project is unmatched. This is the first sunglass I’ve worn that I don’t have to switch between the bike and the run,” proclaimed Kessler. “And the helmets are much lighter than I’m used to wearing - I barely feel like it’s on!” she added.

“We are honored to have such a dynamic duo in the world of triathlon, wearing Rudy Project’s award winning sunglasses and helmets,” said Paul Craig, President and Co-Founder of Rudy Project North America. “Hillary and Meredith bring integrity, grit, fun and class to our sponsorship program and the sport we love so dearly,” he added.

RUDY PROJECT RENEWS GOLD LEVEL PARTNERSHIP WITH USA TRIATHLON AS

OFFICIAL EYEWEAR & HELMET

Sponsorships Also Renew with USA Ultimate US Rowing, Bicycle Racing Associa-

tion of Colorado (formerly “ACA”) and othersFOR IMMEDIATE RELEASE - January 16, 2012

DENVER, CO – Rudy Project is proud to announce that for the 12th consecutive year, the sunglass, prescription eyewear, and helmet manufacturer has signed on as the official eyewear and helmet sponsor of USA Triathlon (“USAT”), the National Governing Body of the sport of triathlon in its quest to bring home the Gold! This ongoing partnership with USAT allows Rudy Project to reach a significant and influential sector of the triathlon industry.

USAT boasts an annual membership of more than 150,000; through this membership, Rudy Project spreads the word of safety, quality, and style with its high-quality eyewear, prescription eyewear, and helmets.

“Partnering with USAT has been one of the best decisions Rudy Project has ever made,” proclaimed Paul Craig, President and Co-Founder of Rudy Project North America. “It’s been an honor working with the leader in the sport of triathlon in the United States, and we’re thrilled to continue working with such a reputable organization,” added Craig.

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XC SKI CHAMPIONSHIP #1 AERO HELMET AT IRONMAN

RUDY PROJECT SKIERS FINISH #1 AT NATIONAL CHAMPIONSHIP

Cross Country Skiers Koos and Diggins Place 1st at 2012 USSA CRoss Country

Skiing ChampionsshipsFOR IMMEDIATE RELEASE - January 9, 2012

DENVER, CO – This year’s snowless winter isn’t getting the best of the cross-country ski season – it’s in full force and Rudy Project athletes continue finishing ahead of the competition. At the 2012 USSA Cross Country Skiing Championships this past Tuesday in Rumford, Maine, U.S. Olympic skier and Rudy Project sponsored athlete, Torin Koos, found himself at the top of the podium, winning the men’s freestyle 1.6km sprint. Winning the women’s 1.4km sprint was another Rudy Project athlete, Jessie Diggins.

The event at Black Mountain, originally scheduled for last Monday, was cancelled early that morning as a result of temperatures being too warm for snow making on the barren course. However, as Mother Nature often does,

within 24 hours, she chilled the 40-degree temperature to a frigid 15 degrees, cold enough to make snow for Tuesday’s competition.

In the men’s 1.6km sprint, Torin Koos was victorious, ahead of Blackhorse-von Jess in second, and Tyler Kornfield of the University of Alaska in third. Koos crossed the finish line wearing his Rudy Project Ekynox SGV Mask, an older model that Koos has been swearing by for years. “Most days, I’m usually rocking the Rudy Project Prestige Sunglasses. But on race days, I pull out the old school Ekynok SGV Mask with the double-layered racing red lens,” said Koos. “They are kind of like

my lucky charm on race day,” he added.

While crossing the finish line in her Rudy Project pink fluo Noyz sunglasses, Jessie Diggins took the gold in the women’s 1.4km sprint. Finishing second was Caitlin Gregg and Jennie Bender in third, all sporting their Rudy Project shades. “As an official supplier for USSA, Rudy Project is honored to see so many Rudys out there on the championship course,” remarked Paul Craig, President and Co-Founder of Rudy Project North America. “We are especially thrilled to see so many top athletes crossing the finish line in Rudy’s fluo colors,” added Craig.

RUDY #1 AT IRONMAN WORLD CHAMPIONSHIP

Lava Magazine’s Product Count Reveals Rudy Project as Most Worn Aero Helmet in KonaFOR IMMEDIATE RELEASE - October 19, 2012

DENVER, CO – Just as triathletes Craig Alexander, Pete Jacobs, Chrissie Wellington and Mirinda Carfrae grace the Kona 2011 leader board, Rudy Project takes the #1 spot in Lava Magazine’s 2011 Kona aero helmet count. The Ironman World Championship reveals the #1 selected products from the world’s best endurance athletes.

“Ironman athletes are known for discovering and choosing the best products,” remarked Paul Craig, President and Co-Founder of Rudy Project North America. “We are thrilled that these athletes chose Rudy Project to accompany them on their epic journey across the lava fields of Hawaii. It is no surprise given that Rudy Project’s Wingspan Time Trial helmet is extremely lightweight, wellventilated, perfectly aerodynamic and, above all, pure eye candy,” added Craig.

Of the aero helmets worn at this year’s race, Rudy Project dominated the field with nearly a third of the competitors choosing Rudy Time Trial helmets. In raw numbers, Rudy was worn by 211 competitors, surpassing Louis Garneau (191), market leader Giro (160), and Lazer (70). In fact, Rudy Project’s helmet usage by TT wearing competitors increased by 85% over 2010 while most every competitor saw a decrease from the prior year.

Rudy Project’s Wingspan aero helmet offered competitors a clear advantage with unparalleled aerodynamics and weighing in at just 349g. In addition, the Wingspan exceeds CPSC requirements and includes Rudy Project’s R.S.R. 7 disc retention system for single-handed on-the-fly adjustments. It also has ear covers incorporated into the helmet’s shell for maximum aerodynamics, yet still allows the rider to hear road noises to avoid traffic hazards and ride alertly. Finally, with front and back vent cover options, the Wingspan allows riders to choose up to 15 different configurations to customize air flow vs. aerodynamics. The Wingspan truly debunked the myth that Time Trial helmets are too hot in Kona.

“I’ve tried many different aero helmets and when you’re riding in 100 °F heat for 112 miles, it’s imperative to have the fastest helmet with the most ventilation,” said Matt Reed, Professional Triathlete. “Rudy Project’s Wingspan helmet is the best aero helmet I’ve worn and I’m proud to have worn it this year in Kona,” he added.

Designed and engineered with the aid of legendary aerodynamics guru John Cobb, the Wingspan has undergone extensive wind tunnel testing to become the best TT helmet on the market. Through this testing, Rudy Project and Cobb developed the Wingspan’s unique tail design that works best for all TT positions and back profiles, specifically the “flat” and “U” shapes most people display. The TT comes in 6 color waves including Rudy’s safety minded and trendy fluorescent green, yellow and pink.1616 17

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EYECARE PROFESSIONAL AD featuring the Maya SUFMay 2012

EYECARE PROFESSIONAL AD featuring the RydonApril 2012

EYECARE BUSINESS AD featuring the RydonMay 2012

20/20 AD featuring the RydonMay 2012

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