New Monster Army Community is Live and New Store is Open

Monster Army continues to advance action sports social networking with its 250,000 “Reserves” ?

CORONA, Calif., (May 11, 2010) –

AH-TEN-SHUN! Monster Energy’s (NASDAQ: HANS) aggro online action sports community, Monster Army (www.monsterarmy.com), got a layer peeled off and a new face/new look for its Monster Army community – part of Hookit.com, the largest online network for action sports and the same guys that have helped guide MonsterArmy.com into a daily stop for scores of the world’s core action sports athletes and enthusiasts since the program’s inception five years ago.

With nearly 250,000 “Reserves” (aka members), MonsterArmy.com features the latest in happenings from the worlds of motocross, skateboarding, snowboarding, surfing, BMX and rally – along with every other form of action sports that people get after these days. In addition to member-driven content, MonsterArmy.com showcases the latest news and video of its legion of “Generals,” including guys like MXers Ryan Villopoto and Ricky Carmichael, snow sport athletes Louie Vito and Peter Olenick, skaters Pierre Luc “PLG” Gagnon and Jake Brown, along with BMX and surf stars Dave Mirra and Dane Reynolds highlighting hundreds of Monster Energy-backed premier professional and amateur action sports athletes.

“Monster Army has become the nerve center of our company, the proving grounds for our latest ventures and an everyday international forum on a product that’s now killing it in every time zone, 360 degrees global,” said Monster Energy’s VP, Sports Marketing, Bruce Stjernstrom. “When it happens with Monster product and athletes the news breaks on MonsterArmy.com, and we’re pumped with the latest look and features Hookit.com put together.”

With an easier-to-navigate design, new and O.G. Monster Army members alike will be hip to the latest features the cutting edge community site provides. New things like “Sport Hubs” which feature athletes from the Ranks, news, events and exclusive content specific to each sport throughout the year and the all new “Army Store” providing Army members with exclusive access to Monster Army products and merchandise only available on MonsterArmy.com.

In addition, numerous other ‘staple’ areas of MonsterArmy.com will receive upgrades, including “Special Ops” – where members are provided unmatched services and features for ‘insider access’ to the coveted Monster Energy lifestyle including: “Sponsorship,” the foundation of the Monster Army, where elite athletes get deals on Monster Energy product not available to the general public; the popular “Army Missions” where all Army members are eligible to win free swag by participating in weekly and monthly contests; “Stickers and Downloads,” the best source for Monster Energy downloads, badges, widgets and digital stickers; and “Product Buzz” a new area for members to cast their votes on favorite products, post comments and recommend new flavors of drinks.

And the best thing of all? For real, it’s completely free to join!

“It’s been said that ‘It’s not a party unless everyone’s invited,’ and that’s pretty much what Monster Army is all about,” added Stjernstrom. “Our ranks are multiplying daily and, in turn, Monster Energy is doing more and more to stoke out the members by offering up further promotions and special offers to our loyal Reserves.”

More on MonsterArmy.com:

Welcome to Command Central for the Monster Army. MonsterArmy.com is the headquarters providing a central point for soldiers to make the transformation from regular athletes to Monster Army Soldiers, giving them a definitive edge on their competition. Being a member of the Monster Army means you are a part of action sports’ most core energy drink sponsor, and the one with the best vibe. Check out the X-Games, Dew Tour, AMA Supercross, or surf/skate/snow magazine and you’ll see firsthand the Generals you’ll be serving in the Monster Army.

To enlist as a private in the Monster Army, visit www.monsterarmy.com, register for an account and create a profile. Many factors go into picking an athlete for service in Army. Factors like sport, geographic location, skill level, other sponsors and marketing value are all equally important. Monster is always looking for the correct athletes to strengthen the Army and we urge you to take a few seconds to fill out the application.

Each soldier in the Monster Army is an important player and we’re certain you will find it rewarding to be a part of the program. Every solider is unique to the Army and as your skills as a solider develop in your sport, new opportunities will arise. From the time as a private, and hopefully through your entire career to a General, you will have opportunities to grow with Monster Energy. Everything you do will be recognized through your constant communication with Monster Energy.

Monster Energy supports the sport. Be it action sports social networking, rally, insane distance jumping, MX, MotoGP, road racing, supermoto, off-road, FMX, skate, MTB, wake, mini bikes, surf, snow, BMX – name it – the athletes are rockin’ Monster Energy more than anything these days. Check out all the types – Original Monster Energy, Monster Lo-Carb, Monster Assault, Monster Khaos, Monster’s fruit juice hybrid dubbed “M-80,” the party-friendly MIXXD, the ground-breaking Java Monster premium coffee & cream drink line supercharged with our Monster Energy blend, along with the new Monster Energy “Hitman” energy shot. The Monster Army troops dig ‘em – so will you. On the ‘Net at www.monsterarmy.com and www.monsterenergy.com. ?

About Hookit.com ? Hookit.com is the largest and most active social network for lifestyle sports with features and services created specifically for athletes and brands. For Members: We are a place to hook up with friends, brands and deals on products. For Brands: We are a place to hook up with a core audience of athletes and enthusiasts to market and sell your products.