Mountain Shades Inc. Announces Licensing Agreement with New Balance

Denver-based sport sunglass manufacturer, Mountain Shades Inc., announced today they have entered into a three-year licensing agreement with Global athletic leader, New Balance.
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DENVER, CO. (April 5, 2011) – Denver-based sport sunglass manufacturer, Mountain Shades Inc., announced today they have entered into a three-year licensing agreement with Global athletic leader, New Balance. As a result of the partnership, Mountain Shades will be responsible for developing the company's new line of running-specific sunglasses, New Balance Sun, in the U.S. market through 2013. Mountain Shades brings over 25 years of experience in the sunglass industry to the partnership, with both the Optic Nerve and M-Shades brands in their portfolio.

“Mountain Shades is a leader in the sport specialty sunglass category,” says John Cullen, general manager of global licensing and brand extension for New Balance. “Their expertise in designing and delivering high quality, value-driven eyewear for active individuals is the perfect fit for New Balance Sun.”

Mountain Shades' initial launch of sunglasses for New Balance will be comprised of five sport styles, including one dedicated to Susan G. Komen for the Cure®. New Balance will donate 5 percent of the suggested retail price to Komen for the Cure®. Mountain Shades will continue to expand the collection over the duration of the contract.

“We are honored and excited to partner with New Balance to help them bring an innovative line of sunglasses to market that represents the quality they are renowned for,” says Mountain Shades, Inc. president, Bill Cotton.

The collection, available in spring 2011, will range in price from $69 to $89 and will be available online at www.shopnewbalance.com as well as specialty running and outdoor retailers and New Balance concept stores nationwide.

For more information on New Balance Sun, visit www.newbalancesun.com.

For more information on Mountain Shades, Inc., visit www.nerveusa.com or call (303) 462-0444.


About New Balance
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance employs more than 4000 people around the globe, and in 2009 reported worldwide sales of $1.65 billion. For more information please visit http://www.newbalance.com.

About Mountain Shades Inc. and New Balance Sun
For over 25 years, Mountain Shades Inc. has been a leader in the sport sunglass industry. Countless years, months, days and hours have been spent on the trails and mountains of Colorado testing our products to deliver only the finest sunglasses on the market.

It all comes down to what our company stands for - intelligence, awareness, and style. Intelligence in the way we build our glasses; with only the finest, durable frame material and highest quality lenses. Awareness in the way we run our company and the non-profit youth organizations we associate ourselves with. And as for style, we like to let our product line speak for itself.

We have worked hard to create dynamic products that exceed the quality of our competition and we have also worked hard to create a company that we have been able to stand behind for over a quarter of a century.

Protecting your eyes or protecting the environment -we take them both seriously. In September 2008 Mountain Shades built our new facility and incorporated a 9.92 kW DC solar collection system into it. We are solar powered and return our extra energy to the Colorado grid. We're putting our 300+ days of Colorado sunshine to work for us, so we can give back to Mother Earth and enjoy all the outdoor activities she has to offer for generations to come.

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