BELL POWERSPORTS RETAINS HARDCARD TO CONSULT ON LAUNCH OF NEW HIGH-END STREET HELMET SANTA CRUZ, Calif. Bell Powersports has hired leading motorsports marketing firm Hardcard Holdings to assist in the launch of their innovative new street motorcycle helmet, which will debut at the Dealernews International Dealer Expo trade show in February of 2008. Hardcard will also assist Bell in a number of media relations and dealer initiatives between now and the trade show according to Bell Vice President of Powersports Tom Larter. “Bell has utilized its world class design, research and development center in Santa Cruz to create an all-new helmet that will compete with the very best brands in the world,” said Larter. “We’ve invested more than three years of fulltime R&D into this new product and it is fitting that we support the launch with the best possible resources””which includes bringing on the Hardcard team to assist.” Bell set new standards in powersports helmets with its top-performing Moto-8 off-road model and is now set to enter the premium street motorcycle helmet market with the same level of performance, Larter said. “The Moto-8 is one of the most sought-after accessories in motocross,” he added. “We plan to elevate the new street helmet to the same level and for the same reason””it’s simply the best.” Hardcard, led by industry veterans and company co-founders John Farris and Andy Leisner, specializes in consulting, sales, marketing and brand management services connected to the motorsports industry. “Bell is so uniquely positioned in the market with its amazing design resources and in-house testing lab, and has such an incredible story to share about this new product, we are thrilled to be part of the launch,” said Andy Leisner.