Intelliseek also will deploy a panel of active consumer bloggers to
critique the ads and commercials during the game.

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Spy's
innovative proprietary products utilize high-quality materials,
handcrafted manufacturing processes and engineered optical lens
technology to convey premium quality, contemporary style, and
progressive design.
The goal of the project is to determine whether the Volvo XC90 V8 ad is
sufficiently creative, memorable, and engaging to trigger consumer discussion.

About Volvo Cars of North America ( http://www.

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Volvo's advertising agency is Euro RSCG Worldwide .volvocars.

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com
Calloway is also supported by DC Shoe Co. Auto Company Sees Value in Gauging Consumers ' Reactions to TV Spots

CINCINNATI, Volvo Cars of North America, LLC has
engaged the services of Intelliseek, a buzz-monitoring and marketing
intelligence firm, to gauge consumers' reactions to the Swedish carmaker's
first-ever Super Bowl TV advertisement.

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Rob Dyrdek says, "Devine is the absolute future of skateboarding
and adds a whole new dimension to the Spy skate program.

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The 20-year-old from Bakersfield, CA, is featured in the current
issue of The Skateboard Mag, starred in the DC's commercial during the
ESPN Winter X Games, and will be traveling to Ohio next month to
compete in the grand opening of the first Rob Dyrdek/DC Shoes Skate
Plaza. Undue reliance should not be placed on
forward-looking statements, which speak only as of the date that they
are made . Intelliseek manages
BlogPulse ( http://www.com )
Intelliseek provides technology and services to help marketers promote and
protect brands through real-time monitoring and analysis of Consumer -Generated
Media (CGM), as expressed through online boards, forums, communities, blogs,
search engine results, and direct company feedback. Its BrandPulse
solution(TM) has been widely recognized by leading analysts.

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----Spy Optic, Inc.

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Volvo is sponsoring a 30-second spot during the Feb.

Under terms of the deal, Intelliseek will provide real-time analysis of
messages and opinions expressed about Super Bowl ads in millions of blogs,
message boards, online communities and sports enthusiast sites.

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Volvo Inks Deal for Super Bowl Ad-Monitoring by Intelliseek

us )
VCNA, part of the Volvo Car Corporation of Gothenburg, Sweden, provides
marketing, sales, parts, service, technology and training support to Volvo
automobile retailers in the United States, and oversees Volvo operations in
Canada, Mexico and Puerto Rico.

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watersports extremists

Spy's principal products,
sunglasses and goggles, target the action sports market, including
surfing, skateboarding, snowboarding, and motocross, and the youth
lifestyle market within fashion, music, and entertainment.
The Intelliseek analysis will rank buzz by volume, emotion, appeal factors,
and penetration among influential consumers.

About Intelliseek ( http://www.

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, Chocolate, Elwood,
Gold Wheels and Venture. (NASDAQ:ORNG).

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com
(http://www.5 million active blogs.C.

Includes sites that list links to Extreme Sports sites or are portals or communities for Extreme Sports.

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Business Editors/Sports Editors

CARLSBAD, Calif.

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Safe Harbor Statement

Safe Harbor Statement under the Private Securities Litigation
Reform Act of 1995: Certain statements contained in this press release
are not historical facts and may be considered forward-looking
statements, which are based upon a number of assumptions concerning
future conditions that ultimately may prove to be inaccurate.

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For more information on Spy's skate or snow teams, please contact
Chris Saydah: csaydah@spyoptic.blogpulse.

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Spy is a wholly owned subsidiary of Orange 21,
Inc. Further information on potential risk factors
that could affect Orange 21's business and its financial results are
detailed in its filings with the Securities and Exchange Commission ,
including its Registration Statement on Form S-1 declared effective on
December 13, 2004.

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is pleased to welcome Devine Calloway to the brand's influential
skateboard team. The firm
maintains headquarters in Cincinnati with offices in New York, California and
Washington D.

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"
Be on the lookout for more on Devine Calloway on Spyoptic.

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"Volvo has worked with Intelliseek on other important initiatives, and the
Super Bowl is yet another exciting event where we believe Intelliseek can add
value in helping us understand the opinions and perceptions of influential
online consumers," said John Maloney, vice president of communications for
Volvo Cars North America.

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Calloway is an amazing talent and popular personality
who joins Danny Way, Kerry Getz, Rob Dyrdek, and JB Gillet to form the
strongest optic team in the skate industry. Such
forward-looking statements are subject to risks and uncertainties and
may be affected by various factors that may cause actual results to
differ materially from those in the forward-looking statements,
including: the ability to identify and maintain qualified
manufacturing partners; the ability of the company to integrate
licensing arrangements without adversely affecting operations; the
ability to continue to develop and produce innovative new products and
introduce them in a timely manner; the ability to coordinate product
development and production processes with those partners; the ability
of those manufacturing partners and the company's internal production
operations to increase production volumes on raw materials and
finished goods in a timely fashion in response to increasing demand
and enable the company to achieve timely delivery of finished goods to
its retail customers.com ), a blog portal that regularly tracks
and analyzes more than 4., and an Applied Research Center in Pittsburgh.

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spyoptic.

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Spy Brings Devine Calloway Aboard Skate Program

In addition to all this work in the US, Calloway has had two
recent missions to Barcelona, Spain, while filming for the upcoming DC
promotional video.com
For more information on Spy, please contact Jessica Trent Nichols:
760-804-8420 x 1158 or jessica@spyoptic . 6 Super Bowl to
support the launch of the V-8 version of its XC90 sport utility vehicle.

aggressive isportsdigest

com

About Spy

Spy Optic designs, develops and markets premium products for the
action sports and youth lifestyle markets.intelliseek.

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---

- - kjjkjk

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