“Incredible Jane” to be New Inspirational Face of SUGOI


Vancouver, BC,– SUGOI Performance Apparel, a division of Dorel Industries Inc., (TSX: DII.B, DII.A) today announces the launch of “Incredible Jane” -- an online community designed to foster new participation in the sport of triathlon through the activities of one fearless athlete.

“Incredible Jane” follows the inspiring journey of a SUGOI employee embodying the company's mission to "BE INCREDIBLE." Once an avid triathlete, Jane set aside her athleticism to focus on raising her young family. Determined to salvage her health and her passion for triathlon, the campaign tracks Jane as she reclaims her fitness and rediscovers herself. Jane takes on the challenge of finding the fine balance between her family and her love for sport, as she strives to lose weight, change her dietary habits, and train daily to reach her goal of competing in a sprint triathlon in May 2010.

Incredible Jane's journey will be documented and shared with the world through her daily blog updates and video sharing. The site will also offer race footage, training tips from expert personal trainers and specialized dietary tips from registered dieticians. Additional tips will include bike fittings, shoe fittings, triathlon product reviews, and gear reviews. Further, weekly prizes from brands including Cannondale, SUGOI and GU will be offered.

Aimee Taylor, SUGOI Communications Coordinator said, “The power and beauty of Jane's journey stems from her courage to be honest with herself, and with the thousands that are watching and rooting her on. Jane has removed the veil that many facets of today's society insist we wear. Through Jane's ups and downs, doubts and dreams, we celebrate the journey of a woman that all of us can relate to– especially to those of us who are struggling with being unfit.”

Readers and bloggers can follow Incredible Jane's Journey through her blog on www.IncredibleJane.com.

About SUGOI:
SUGOI has, for over 20 years, made incredible apparel for endurance athletes. In fact, the Japanese word SUGOI means “incredible” -- and our passion for developing these products stems from our own athletic experiences. Using the finest materials available -– from our family of proprietary synthetic fabrics to enzymatically-washed Australian Merino wool -- our vision is to inspire confidence through incredible athletic products. Our products reflect the wide range of activities common among our athletes: running shorts, tights and tops that address a range of weather, from scorching to freezing. Biking apparel that regulates winter chill and summer heat. Triathlon products that function as an extension of your body. In every garment, we apply a native-grown Canadian textile expertise to carry you to your athletic best.

About Dorel Industries:
Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. Established in 1962, Dorel creates style and excitement in equal measure to safety, quality and value. The Company's lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Dorel's powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose, Iron Horse and SUGOI in Recreational/Leisure. Dorel's Home Furnishings segment markets a wide assortment of furniture products, both domestically produced and imported. Dorel is a US$2.2 billion company with 4700 employees, facilities in eighteen countries, and sales worldwide.



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