FOR IMMEDIATE RELEASE: 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.

Must be that webisode release time because Wade has also released his 3rd video on his website Creative Destruction. Wade is doing the craziest airs ever check it out! Enjoy…..

Creative Destruction. Chapter 3 - Part one. the Noisey Ocean from CREATIVE DESTRUCTION on Vimeo.

Check out Parker Coffin’s webisode #2 and go to his youngwisetails blog site and see everything else. Enjoy!

Young Wise Tails Episode 2 from youngwisetails on Vimeo.

Josh Demuth killed it at Circuit de Ste-Julie just outside of Montreal for round six of the CMRC Monster Energy Motocross Nationals. He had a bad start in the fist moto and had to come from behind, but was the fastest rider on the track and made up a lot of ground quick. He finished the day with a 2nd place overall!

The NW Cup is a complete wrap! Taking home the coveted Overall Pro Crown is Spy Optic’s Kyle Thomas!

Jacks Surfboards and Huntington Surf and Sport Get Buckwild With SPY!

PIER BULL 2010

The Spyrates once again ventured away from the hallowed safe harbors of San Diego for a little mischief and mayhem behind the Orange Curtain (aka THE OC). We headed straight for the heart of Surf City, Main St. Huntington Beach for a night of plunder and wonder over at the Black Bull Chop House. After a brief product clinic on SPY eyewear and some cocktails, it was time to rekindle a year old rivalry and put the bull between some thighs! Pier Bull Round 2 was on!

Nik killing the Clinic, big ups

This year’s turnout proved to be one for the ages, as all hands on deck were repping hard flying the flag for their local store and taking to the ring to battle for the right to raise the horns! (Bull Horn Trophy that is!) With drinks being shuttled in by the Spyrate wenches, there was not a thirsty mouth in the house as the competition escalated between the retail juggernauts. After some inspired riding by both Jacks and HSS employees, the final came down to a heated battle between HSS Pierside, and Jacks Dana Point location. The final literally came down to a second with Jacks DP pulling out the victory! Congrats to Jacks Dana Point! You have a target on your back for next year!

Jack's "Dana Point".. Winners!!!

After a brief awards ceremony we had a first time three-way between a few of the lovely ladies of HSS! They for sure get the spirit award, as most of the meat in the house was no longer soft. (Outside the kitchen of course). Black Bull Chophouse serves both a mean steak and a stiff Cubra Libre, and I suggest you stop by and take a shot at the bull. Special thanks to Lawrence at Black Bull for a amazing evening! And Jacks and HSS for always bringing the enthusiasm.

Check out our boy Ahmet Dadali interview on the Level 1 site. He’s coming off his best season yet, just locked in the opening segment in the new Level 1 flick, and is also slated for our fist print ad of the year on the back cover of the Freeskier Buyers Guide. This man is on fire, keep your eyes open for him this season!

SPY’s Kevin Windham is once again competing in X Games! Last year he finished with a strong 3rd place podium. He’ll be putting his best foot forward in the Moto Step Up and Super X disciplines in downtown LA.

For this year’s X Games 16, the race will be held at the LA Coliseum where there is a ton of SX history. The first Supercross was held in the Los Angeles Coliseum in 1972, and the winner of that first event was Marty Tripes.

Today, the sport of Supercross has grown from its beginnings in 1972 into the second most prestigious motorsport in the US, topped only by NASCAR in fan interest. Supercross riders like SPY’s Jeremy McGrath, Ricky Carmichael, James Stewart, Chad Reed and Travis Pastrana have become household icons.

Kevin finished the 2010 SX season with a crushing second place finish and to top it all off won two of the last three races!

Kevin had a SX contract for 2010 but recently took the opportunity to ride for injured Davi Millsaps on the factory Honda Red Bull racing team and will compete for the first time this weekend at the 7th round of the Outdoor Nationals in Millville, MN.

Be sure to support K-Dub at X Games 16 and be on the lookout for Kevin’s 2011 Signature Klutch moto goggle to hit the scene this fall. It features a ‘Top Gun’ theme inspired by Kevin’s love of aviation with red colored face fleece, a K-Dub fighter logo and signature print on a brilliant smoke with red mirror lens to make you drool ever more!

Stay tuned about the latest with K-Dub…

For the complete X Games 16 schedule :

For more information visit www.xgames.com.

More than 200 of the best action sports athletes in the world will compete in Skate, BMX, Moto, and Rally competition.From July 29 to Aug. 1, ESPN will celebrate its 16th annual action sports event entirely downtown between the STAPLES Center, Nokia Theatre, the Los Angeles Coliseum and L.A. LIVE.
The 2010 event marks the seventh consecutive year that the X Games will take place in Los Angeles. Thirty-one hours of live HD programming on ESPN and ESPN2 will be aired over the four days of the event, as well as on ESPN International, ESPN.com\action, ESPN Classic, ESPN3.com, and SportsCenter.

Transworld Surf has been putting the final touches on their latest movie release, High Five, and will be premiering it along the entire East Coast through the month of July.  Wade Goodall has one of the 5 starring roles in the film and it is sure to be a banger. Here are the remaining dates left for the East Coast premieres July 23rd NY, July 24th Newport, RI, July 25th Hampton, NH,July 26th Cape Cod, MA. Wade will be there for those dates. Tell him that we sent you! Stay tuned for the West Coast premiere tour coming next month.