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Contact:      Sara Trujillo 
                                                                                                DBA Public Relations 
(212) 388-1400 
strujillo@dba-pr.com  
 

MONSTER PARTNERS WITH CHINESE NATIONAL HERO YAO MING TO LAUNCH
UNIQUE "YAO MONSTER" ELECTRONICS AND LIFESTYLE PRODUCTS IN CHINA  

 
-- Alliance Overcomes Formidable Barriers to Market Entry by Partnering with the Most
Recognized Name in China --
 
Brisbane, CA, July 23, 2010 - Monster, leader in the manufacture and design of high-performance headphones and A/V accessories, today announced that it is partnering with Houston Rockets star center and China icon Yao Ming to develop a broad range of co-branded "Yao Monster" consumer electronics and lifestyle products for distribution in China.  The alliance brings together the expertise of Monster in the development of advanced A/V technologies and its extraordinary acumen in the marketing of branded lifestyle experiences with the personal style, vision and adventuresome qualities of Yao Ming. Yao Monster products, ranging from high performance headphones, lifestyle bags and performance glasses line, to home theater connectivity and power products,  will offer consumers in China a unique "fusion of technology and life" - and a fresh way to identify with their national hero as they enjoy experiences and avenues of self-expression once available only to a privileged few.

Yao Monster Launch Accelerates Monster's Successful Entry into the Domestic Market in China 

Yao Monster products will symbolize the very best attributes of Yao Ming as well as those of Monster Cable, the company founded by Noel Lee over 30 years ago. Mr. Lee, who worked closely with Yao Ming to create the Yao Monster product line, commented on the brand's launch in China, noting: "While there is tremendous opportunity in the China marketplace, there are many barriers to expansive distribution that make it a challenge for companies seeking to penetrate the market. So, in developing the Yao Monster line, we went to great lengths to create products with strong appeal to China's lifestyles and trends. We started our own company there using Chinese staff to be culturally connected to the market."
 
The Head Monster says about the Market: "As more of China's consumers discover high performance consumer electronics products, there is an opportunity for all of Monster's high performance accessories.  Moreover, China consumers are well known for their intense customer loyalty, so Yao Monster brings a new brand to China based around China's most beloved national hero."    
 
Aspirational Lifestyle Brand Set to Inspire Greatness among China's Youth 

The remarkable achievements from humble origins by Chinese success stories Yao Ming and Noel Lee are, each in their own way, awe-inspiring and the Yao Monster brand is designed to capture its essence. Yao Ming's dedication, drive and determination to attain basketball greatness followed by his ascent into global celebrity and philanthropy come at a time when it is still rare for Chinese figures to emerge so prominently on the world stage.  
Likewise, Noel Lee's founding of Monster Cable and his leadership of the company into expanded product categories and markets worldwide demonstrates how Chinese Americans can break through the "glass ceiling" in Western business.  

And by delivering the ultimate in viewing and listening experiences as well as fashionable accessories for the active lifestyle, the Yao Monster brand will empower young people to enjoy ways of expressing their sense of modern Chinese identity as well as their traditions of giving back to the community. To this end, a portion of the proceeds from all sales of Yao Monster products will go to support The Yao Ming Foundation, which builds schools for disadvantaged children throughout China. 

Yao Ming noted: "Whether it's a headphone, a bag or a music player, today's products are not just about usage. A person's choice also represents their style and the kind of life they want to live. Yao Monster products will be different from any existing consumer electronics products and will be designed to impact they way we relax, how we exercise, and how we inspire ourselves. They will bring people more real enjoyment in life, and let them feel the incredible excitement of a fusion of technology and life." 
 
 
ABOUT MONSTER
Monster was founded by Head Monster Noel Lee with a commitment to creating products under the Monster Cable® brand to literally "deliver a greater audio experience." Today, Monster has grown and diversified to become the world's leading manufacturer of connectivity solutions for high-performance audio, video, car audio, computer, console and computer gaming, as well as a leading innovator in the field of iPod® and iPhone™ accessories and professional audio and sound reinforcement. As part of its commitment to improving the music listening experience, Monster worked with Dr. Dre and Interscope Geffen A&M Chairman Jimmy Iovine to create the Beats™ by Dr. Dre™ headphone line, including the Heartbeats by Lady Gaga, and DiddyBeats headphones. The company also innovates with Monster branded headphones, including "Turbine Pro™ In-Ear Speakers™," the first in-ear headphones geared for use by music professionals and audiophiles. Additionally, under its Monster Power® brand, the company is the leading manufacturer of high-performance AC power line conditioning and protection products for audio/video systems.  
 
Explore the world of Monster at www.monstercable.com 
 
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