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G-Shock Announces Special Guest Lamar Odom For Shock The World 2010
 August 2, 2010

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 Keita Williams / Sarah Bronilla
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Melissa Keklak
CASIO AMERICA, INC.
(973) 361-5400
mkeklak@casio.com

FOR IMMEDIATE RELEASE

G-SHOCK ANNOUNCES SPECIAL GUEST LAMAR ODOM FOR SHOCK THE WORLD 2010

A Champion to Announce a Champion

New York, NY, August 2, 2010 - To launch the Ultimate Tough GX56 timepiece, G-Shock has recruited L.A. Laker and two-time NBA Champion Lamar Odom to show off their newest timepiece. Sharing undeniable characteristics with the most formidable forward in the league, the GX56 is built to take on the most relentless competitors with both precision and unmatched toughness.

At 6’10”, Lamar has the quickness, ball-handling, passing and shooting skills of a guard, and melds them effortlessly with the post-up moves of a power forward. He is the consummate teammate, providing whatever it is that his team requires, all with a selfless passion for the game of basketball. Off the court, Lamar helps support underprivileged youth in New York and Los Angeles through his charity, Cathy's Kids, and is also an actively-working entrepreneur looking to make his mark in entertainment and fashion.

Ke$ha, best known for her chart-topping singles “Tik Tok” and “Your Love is My Drug,” officially announced her roles as Brand Ambassador and designer at Casio’s annual “Shock the World” press event in New York City. The singer also served as the evening’s entertainment, performing a set of hits for press and fans.

In addition, while on tour in Sacramento, CA earlier in the year, Ke$ha participated in an advertising photo shoot, accessorizing with a variety of Baby-G watches set to hit shelves beginning Fall of this year.

“Lamar Odom embodies the G-Shock Gentleman, active with an eye for distinct fashion,” said Shigenori Itoh, Vice President of Casio’s Timepiece Division. “His commitment and aggressive, relentless playing style make the GX56 a perfect match for his extraordinary standards.”

Impressive in size, the GX56 is the largest case design (55.5mm x 53.6mm x 17.5mm) in G-Shock history, nearly forty percent larger than the classic DW5600. A new triple density, triple layer structure elevates the GX56 to a new level of shock resistance. In addition to unmatched shock resistance, it features advanced Self-Charging, Tough Solar Power technology for unwavering reliability on and off the court.

Self-Charging, Tough Solar Power - A tiny, solar panel combined with a large-capacity rechargeable battery enables a variety of energy-hungry functions to operate smoothly. The result is an impressive solar timepiece that assures reliable timekeeping and greatly reduces the need for battery change.

Additional GX56 features also include: Mud Resistance, Auto EL Backlight, World Time (31TZ/48 City + UTC), 4 Daily Alarms and 1 Snooze Alarm, Hourly Time Signal, 1/100th Sec. Stopwatch, Countdown Timer, 12/24 Hr. Formats, and Mineral Glass face for increased scratch resistance.

Available in heritage black (GX56-1A) and hazard orange (GX56-4) for $150 at select Macy’s, Bloomingdales, Nordstrom, Tourneau and other fashion boutiques and www.gshock.com.

Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipment solutions, established in 1957. Casio America, Inc. markets calculators, keyboards, digital cameras, business projectors, disc title and label printers, watches, cash registers and other consumer electronic products.   Casio has strived to realize its corporate creed of “creativity and contribution” through the introduction of innovative and imaginative products. For more information, visit www.casiousa.com.