Toronto, Canada (Wednesday, January 21, 2004) - Boarders, tattoo enthusiasts, fashionistas, and style mavens, rejoice! Lamar has called on the design team Franky & Minx to create three boards - for the One and Bronze levels - debuting to retailers this January. The announcement was made jointly by Greg Anger, Director of Marketing for Lamar, and Heidi Minx, President of Franky & Minx, Inc.

Known for their signature, tattoo-inspired apparel line, Franky & Minx created artwork for three women's boards, to be distributed in general sporting goods, retailers and specialty shops across the country. At the One Level, the Merlot and Mini Merlot are women and girls'-specific models respectively, that feature Lamar'' 3D ETF™ topsheet technology and Bullet Cap™ construction. They are offered in sizes 105, 125, 132, 138, 139, 142, 144, 149 and 154. The Fascination is a Bronze Level women's board that features Edge-link™ sidewall construction, 3D ETF topsheet technology, tip/tail protectors and specialty inks. It is available in sizes 132, 139, 144, 149 and 154.

Franky is recognized nationwide for his "old-school" ink work. Previously he has brought his skills to the likes of Betsey Johnson to create tattoo-oriented textiles for the designer's collections. Minx, a budding underground icon, is recognizable from her myriad of press appearances - as a pinup model for Varla Magazine, in photo spreads of tattoo magazines, as a stylist and as an alternative youth marketing expert.

"Snowboards are very personal to our customers - they relate to the art. With Franky & Minx's designs, not only can they relate to the art, but the entire alternative lifestyle," says Anger. "The designs of Franky & Minx got our attention because of the unique combination of authentic art, fashion and style, found in today's alternative cultures and which shape pop culture as a whole. We chose to structure this as a licensing deal, a first for Lamar, because of the strong marketing support provided by Franky & Minx."

Minx notes, "The deal validates the Franky & Minx approach to design, which draws from our life experiences. Franky loves the challenge of finding new ways to apply his art skills - above and beyond the flesh," she notes. "Our mantra is 'keep it real'."