Attitude Drinks Signs One-Year Endorsement Agreement With Boston Celtics All-Star Paul Pierce and His Truth Fund

PALM BEACH GARDENS, FL–(Marketwire – Nov 7, 2011) – Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD) today announced a marketing endorsement partnership agreement with Boston Celtics All-Star Paul Pierce and his charitable foundation, The Truth Fund.

Through his Truth Fund, Pierce will promote Attitude Drink’s Phase III Recovery Drink, according to the terms of the one-year agreement. Financial details were not disclosed. Attitude’s Phase III Recovery is a revolutionary new reduced-sugar protein drink that tastes like chocolate milk and is designed to aid in lean muscle recovery and re-hydration.

Pierce will attend Attitude events, appear in commercials, and work together with the energy drink company and its retailers and distributors to raise awareness and funds for his Truth Fund’s Truth on Health campaign. The Truth on Health includes an awareness campaign and sustainable programming that teaches young people how to incorporate physical fitness and healthy eating into their everyday lives. Its signature component, FitClub34, is a rewards-based “fit” club that provides children with the information, resources, and tools necessary to become more active and physically fit. Members must commit to eat healthy and dedicate 60 minutes per day to physical activity. Participants receive the Paul Pierce Activity Watch, powered by Switch2Health, to track their activity and accrue points for a chance to win great prizes.

Pierce said the partnership is a natural fit for him and will compliment his work with the Truth Fund. “I’m excited to work with Attitude to promote healthy living and exercise,” Pierce said. “Phase III is an excellent product to associate with the Truth Fund and I’m happy the company will support my efforts to inspire kids to embrace fitness and healthy eating.”

“It’s an honor to partner with such an accomplished and cause-oriented athlete,” Attitude Drinks CEO Roy Warren said. “Paul is a proven role model and we’re delighted to support his Truth on Health Campaign and other Truth Fund initiatives.”

About the Truth Fund
Boston Celtics captain, nine-time All-Star, and 2008 NBA Champion and Finals MVP Paul “The Truth” Pierce embodies what it means to be a champion — on and off the court. Pierce founded The Truth Fund in 2002 to provide educational and life-enriching opportunities for under-served youth. Later that year, Pierce received the NBA Home Team Community Service Award for his commitment to the Boston community and active role as a national spokesperson for NBA’s Read to Achieve program. Pierce has hosted Thanksgiving and Christmas dinners with hundreds of single families and has hosted celebrity softball games and other events to raise awareness and funds for causes close to his heart. In 2007, Pierce established the Paul Pierce Center for Minimally Invasive Surgery at Tufts Medical Center and Floating Hospital for Children and he presently sits on the Board of Governors for the hospital. Through his foundation, he has helped rebuild the basketball court at the Santa Monica Boys and Girls Club and helped completely renovate Richardson Park in downtown L.A.

The Truth Fund is a 501(c)(3). For more information, visit TruthonHealth.org.

About Attitude Drinks Inc.
Attitude Drinks Inc. is an innovative, beverage brand development company with a focus on ready-to-drink beverages. Phase III® is the company’s first, functional pure milk-based recovery drink that exploits recent scientific evidence confirming the benefits of milk and protein as an exercise recovery aid. Phase III is sold in select local, regional and national markets, including colleges, universities, convenience stores, fitness centers and gyms, as well as online. For more information, including recent clinical trial results, visit www.attitudedrinks.com.