Esprit Store DJ

edc by Esprit and MTV Networks International celebrate their extensive partnership at the 2008 MTV Europe Music Awards For the second year, edc by Esprit is sponsoring the 2008 MTV Europe Music Awards.

Following the great outcome of last year’s sponsorship, and the additional success of sponsoring the 2008 MTV Asia Awards, edc by Esprit continues the collaboration with MTV Networks International, merging Esprit’s urban, young trend-conscious edc brand and the European music scene’s biggest crowd pulling event.

„The collaboration between MTV and edc marked the first major activity as a stand-alone brand.”, says Thomas Grote, President Esprit Brand. “The sponsorship of the European Music Awards 2007 in Munich was a perfect occasion to position the edc brand on an international level and edc has achieved a remarkable increase of brand awareness especially in Europe and Asia.

We are very excited to be working with MTV on the biggest music event in Europe again.

Today, young people are hugely influenced by music and want to express this in the way they dress. This collaboration gives us the unique opportunity of selectively addressing young fashion- and music-conscious people. For 2008, the European Music Awards have again play a central role in edc's marketing strategy: The UK is a key market for us, so sponsoring the EMAs in Liverpool offered many options of non-traditional ways of brand communication for edc.” edc by Esprit has been running a number of promotional events in the build up to the awards this year, both in-store nationally and across Europe: YOU SCREAM: Dedicated music fans had the chance to scream with excitement and claim their front row seats at the 2008 EMAs. Special ‘scream booths’ travelled in a roadshow style up and down the UK, targeting London, Manchester and Liverpool. Entries with the most public votes on www.edc.com got invited to rock the audience in Liverpool!

YOU ROCK: For a chance to win a “money can’t buy” experience, edc offered customers across Europe the chance to become rock stars for a night, including travel in the edc tour bus, full edc make over to walk the EMA red carpet in true star style, as well as VIP tickets to the awards and after show party.

A TV spot, filmed in Berlin in the beginning of August, promoted this competition and was aired across Europe. edc LATE: Also following the success of last year, edc held 15 exclusive shopping evenings in stores throughout Europe between the end of September and the end of October. Invited edc customers could take a look at the latest trends whilst enjoying complimentary cocktails, in-store music, DJs, as well as many treats and giveaways. At each event, two lucky guest had the chance to win tickets to the 2008 EMAs. edc MERCHANDISE: By end of September, edc by Esprit launched a limited edition capsule line inspired by the EMA 2008 logo artworks. The range, incorporating both men’s and women’s separates, reflects the buzz of the young, fashionable music lover’s

style with neon and acid bright graphic printed beanies, vest tops and hoodies. The colour scheme of bold pinks and purples adds a great retro twist to the range.

In addition to sponsoring the 2008 EMAs edc is also official sponsor of the MTV Liverpool Music Week 2008. The music festival leads up to the EMAs, offering over 50 events in 16 venues with performances by over 250 live bands reaching an audience of over 100,000 people. The extensive sponsorship covers all related media across print, broadcast and web opportunities as well as branding at each of the events during the week. A second on-air spot that is airing across the UK, celebrates this collaboration and edc in Liverpool.

Locally, this deal also underlines edc’s commitment to the City of Liverpool following the opening of a 500 sq m flagship store in Liverpool One earlier this year.

About edc by Esprit - edc by Esprit was launched in 1998 as a young label by Esprit and became a stand-alone brand under the Esprit Group in 2007. edc shows its strength in consistently delivering the most up to date trends that appeal to its international market. The brand is perfect for the young, spontaneous individual who is able to express their lifestyle through an unique and diverse look. Separate marketing, worldwide expansion of edc stores and an individual store concept emphasize the independence of the brand. In the 2007/2008 business year, Esprit Holdings Limited generated a worldwide group turnover of around EUR 3.2 billion (as of 30.6.2008). The net profits increased to around EUR 600 million with growth of 24,5 per cent in comparison to the previous year. The share of Esprit Holdings Limited is listed on the Hong Kong stock market and is included in both the Hang Seng Index and in the MCSI Index Hong Kong, as well as in the FTSE All World Index for Hong Kong. The Group operates more than 690 directly managed retail stores worldwide and distributes its products via more than 14,500 wholesale locations around the globe. The company has more than 1,000,000 square metres of sales area in more than 40 countries. For further information, please visit http://www.esprit.com About MTV Networks International - MTV Networks International includes the premier multimedia entertainment brands MTV: Music Television, VH1, Nickelodeon, TMF (The Music Factory), VIVA, Flux, Paramount Comedy, Comedy Central, Game One, and digital properties Gametrailers, Shockwave, XFire, Neopets, AtomFilms and AddictingGames. MTV Networks' brands are seen globally in 560.1 million households in 162 countries and 33 languages via 165 locally programmed and operated TV channels and more than 300 digital media properties. The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, radio, recorded music, licensing & merchandising and two feature film divisions, MTV Films and Nickelodeon Movies. MTV Networks is a unit of Viacom Inc. (NYSE: VIA, VIA.B).