[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. 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.]

[EXCEED COMPANY LTD. APPROVES ALL PROPOSALS AT 2011 ANNUAL GENERAL MEETING Fujian, China (1) To adopt the annual report and audited financial statements for the year ended December 31, 2010; and (2) To ratify the selection of Crowe Horwath as the Company's independent registered accountant. About Exceed Company Ltd. Exceed Company Ltd. designs, develops and engages in wholesale of footwear,] [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 o Form 20-F o x Yes Exceed Company Ltd.]