[EXCEED COMPANY LTD. ANNOUNCES US$10 MILLION SHARE REPURCHASE PROGRAM Fujian, China Commenting on the announcement, Mr. Shuipan Lin, Exceed’s founder, Chairman and CEO said, “Recent share price movements for our company and financial market conditions overall have provided us with this opportunity to return value to our shareholders. Furthermore, we believe the authorization of the share repurchase program demonstrates our] [Commission File No. 001-33799 EXCEED COMPANY LTD. Suite 8, 20/F, One International Finance Centre 1 Harbour View Street, Central, Hong Kong. T: +852 3669 8105 x ¨ Form 20-F ¨ ¨ ¨ x Yes 82-_________ Exceed Company Ltd. Dated: August 15, 2011]

[EXCEED COMPANY LTD. 2011 SECOND QUARTER FINANCIAL RESULTS Fujian, China, August 15, 2011 - Exceed Company Ltd. (NASDAQ: EDS) (“Exceed” or “the Company”), the owner and operator of “Xidelong” brand - one of the leading domestic sportswear brands in China, today released its unaudited financial results for the second quarter ended June 30, 2011. Financial Highlights – Second quarter ended] [Exceed Company Ltd. Dated: August 15, 2011]

[EXCEED COMPANY LTD. RESPONDS TO SHAREHOLDER INQUIRIES Fujian, China www.exceedsports.cn Chairman’s Letter August 4, 2011 Dear Shareholders, In response to investor inquiries regarding recent negative reports issued by short sellers targeting Exceed, our management team, legal counsel and advisors have worked diligently to provide a detailed, fact-based response. We believe the accusations leveled by these short sellers, who stand to] [Exceed Company Ltd.]