SYS-CON MEDIA Authors: Roberto Medrano, Dmitriy Stepanov, Gilad Parann-Nissany, Srinivasan Sundara Rajan, Sean Houghton

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DC Shoes Celebrates 20 Years Of Progression With An Anniversary Edition Of The Iconic Lynx Skate Shoe

The Modernized Shoe Launches on January 13 and Kicks Off Year-Long Defy Convention Campaign

HUNTINGTON BEACH, Calif., Jan. 13, 2014 /PRNewswire/ -- DC Shoes today announced the release of its redesigned Lynx shoe to celebrate DC Shoes' 20th anniversary. DC Shoes, founded by skaters who have always designed footwear with skateboarder's needs in mind, originally launched the now iconic Lynx in 1998 when it quickly became one of the most popular skate shoes in the industry. Pro skaters Josh Kalis, the first DC pro to be featured in the shoe, will appear in the new ad campaign along with newer rider Matt Miller.

(Photo: http://photos.prnewswire.com/prnh/20140113/CL44922-a)

(Logo: http://photos.prnewswire.com/prnh/20140113/CL44922LOGO-b)

The sleeker, more streamlined Lynx sports the nostalgic grey and orange colorway, but has been updated with the newest technology. It has a Super Suede TPU backed upper, a sandwich mesh tongue and vent holes for breathability, an internal mesh sleeve for the most comfortable fit, and an abrasion resistant rubber outsole. Different colorway combinations will be released every season for the rest of 2014. For more information, please visit www.dcshoes.com/lynxs.

"For years people have been asking us to re-release the Lynx shoe and this modern version perfectly symbolizes our long history and forward commitment to progression, said Jeff Taylor, Senior Vice President, Global Brand and Marketing for DC Shoes.  "With 2014 being DC's 20th anniversary, there was no better time than now to bring the Lynx back." 

DC Shoes will also team up with the Berrics to give away 20 pairs of the new Lynx via Instagram @DCShoes, starting on January 20, 2014 to thank fans for their support over the last 20 years, and to celebrate the promising future that lies ahead for the next 20 years to come. Fans can follow @DCShoes on Instagram, www.facebook.com/dcshoes on Facebook and www.twitter.com/dcshoes on Twitter for more information.

About DC:
Founded by Ken Block and Damon Way in 1994, DC quickly grew to a leader in performance skateboarding shoes and renowned action sports brand.  Today DC Shoes stands as a global brand whose product line has expanded to include men's, women's and kids' skateboarding and lifestyle shoes, apparel, snowboards, snowboard boots, outerwear, and accessories. For more information, please visit, www.dcshoes.com.

SOURCE DC Shoes

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