Industry Press Release

OPTIC NERVE TO CO-SPONSOR LIVING LEGENDS CONCERT DURING SIA 2010

12/22/2009

Colorado Winter Sports Companies Host Concert to Welcome SIA to Denver

Denver, CO (December 22, 2009) — Optic Nerve, the Denver-based sport sunglass manufacturer, has partnered with several Colorado-based winter sports companies to host a concert at the Ogden Theater on January 29, 2010. The concert, featuring hip-hop group, Living Legends, will take place during the SnowSports Industries America (SIA) annual trade show to celebrate the first time the show has been held in Colorado.

Presented by Icelantic, the Living Legends concert is a collaboration between five Colorado companies Icelantic, Optic Nerve, Never Summer Snowboards, Hestra Gloves and FlyLow and will welcome the SIA Snow Show and its attendees to Denver. 2010 marks the first time in 37 years that the show has been held anywhere but Las Vegas, Nevada.

“We are thrilled that Denver will host the 2010 SIA show and are confident that the show will be a major success in Denver and the surrounding mountain resorts,” said Bill Cotton, President of Optic Nerve. “Optic Nerve is honored to join other Colorado home grown companies to kickoff the SIA show with Living Legends Concert.”

The Living Legends are a group of independent hip-hop artists and the show will feature special guests The UmConscious. The doors open at 8pm and general admission tickets are available though ticketmaster.com for $22 each.

For more information on Optic Nerve or the Living Legends Concert, visit www.nerveusa.com or call (303) 462-0444. For tickets, visit www.ticketmaster.com.

About Optic Nerve and Mountain Shades

Based in Colorado’s mountain playground, Optic Nerve and Mountain Shades have been making performance-driven, price-conscious eyewear for over 25 years. Optic Nerve is Colorado to the core and has tested product in and out of rivers, lakes, mountains, plains, forest and more. To meet all of their adventure needs, the company continually finds ways to blend style and technology to deliver durable and comfortable eyewear with high-end performance and a lifetime guarantee, allowing consumers to spend their money on other gear besides their sunglasses. All styles have the same 100 percent UVA and UVB protection; lightweight, durable construction; and fashion-conscious styling found in more expensive brands, at a fraction of the price. For more information visit, www.nerveusa.com.