NEWS

WIRES

OTHER

Exceed Schedules 2010 Second Quarter Results Release on Monday 23 August, 2010

The earnings press release will be available on the investor relations page of the Exceed website at http://www.ir.xdlong.cn .

Following the earnings announcement, the Company's senior management will host a conference call on Tuesday, August 24, 2010 at 5:00 am (US Pacific) / 8:00 am (US Eastern) / 8:00 pm (Beijing) to discuss the Company's 2010 second quarter financial results and recent business activity. The conference call may be accessed by dialing:

                            Toll Free                     Toll
    United States           +1 866 839 8029
    China                   10800 6400 091/10800 2640 090
    Hong Kong               800 901 587
    United Kingdom          0808 234 8407
    International                                         +852 2598 7556
    Participant Passcode    "EDS"

Please dial in 10 minutes before the call is scheduled to begin.

A replay of the conference call may be accessed by phone at the following numbers until Tuesday, August 31, 2010:

                            Toll Free                  Toll
    United States           +1 866 820 8960
    China                   800 876 8083
    Hong Kong/International                            +852 3018 000
    United Kingdom          0800 015 4960
    Participant Passcode    9853910

Additionally, a live and archived webcast of the conference call will be available on the investor relations section of Exceed'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, inChina. Since it began operations in 2002, Exceed has targeted its growth on the consumer markets in the second and third-tier cities inChina. 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".

    For further information, please contact:

    Investor Relations (Hong Kong)
     Pamela Leung
     Taylor Rafferty
     Tel:   +852-3196-3712
     Email: Exceed@Taylor-Rafferty.com

    Investor Relations (US)
     Delia Cannan
     Taylor Rafferty
     Tel:   +1-212-889-4350
     Email: Exceed@Taylor-Rafferty.com

SOURCE Exceed Company Ltd.