SOURCE: Muscle Flex Inc.

Muscle Flex Inc.

January 25, 2010 05:00 ET

Kim Kardashian Aligns With Muscle Flex®, for the Sassy 'n' Sexy Muscle Flex VATA Active Wear Collection Official Nationwide Launch Today

www.MuscleFlexVATA.com

LOS ANGELES, CA--(Marketwire - January 25, 2010) - Muscle Flex Inc. (www.MuscleFlex.com) (PINKSHEETS: MFLI) -- Has Kim Kardashian gone va-va-VATA with Muscle Flex? According to her new endorsement with Muscle Flex Inc., which features the exclusively female Muscle Flex VATA Sports & Active Wear Collection, this is very true. Kardashian has flexed her bankable style into her new sassy 'n' sexy Muscle Flex workout apparel endorsing their ultra-defining Muscle Flex VATA Sports line featuring the VATA Brasil OneFit™ fabric which officially launches today.

"Kim's participation and endorsement of the Muscle Flex VATA Sports Collection is a perfect fit for us," states Danny Alex of his new line which just officially launched nationwide. "We are inspired to be able to work with someone of Kim Kardashian's caliber and taste. We have a lot of exciting things planned that will energize the entire Muscle Flex VATA brand. With our national launch today, Muscle Flex will be actively marketing Muscle Flex VATA to begin to develop a dedicated product following."

Kardashian is already working up a sweat in the current People "Style Watch":

http://stylenews.peoplestylewatch.com/2010/01/21/kim-kardashians-new-role-activewear-model.

The television star, actress, and model has built an image and brand that is synonymous with style, beauty and fashion throughout the world. As one of the most watched and written about women today, Kardashian is quite selective about the products she chooses to endorse and has personally ensured the Muscle Flex VATA quality and styling are in fashion with her international persona.

Muscle Flex, which aims to enrich the heart, body, mind, and soul with the average person's lifestyle in mind, is an ideal fit for Kardashian -- one of the busiest women in Hollywood who still finds time to squeeze in a demanding workout regimen, where relying on comfortable, effective active wear for her on-the-go lifestyle is a must.

"I have been in search for the perfect fitness gear, and Muscle Flex VATA workout wear is stylish and comfortable, perfect for my lifestyle!" - Kim Kardashian

The reality starlet will be appearing in a special online ad campaign in support of Muscle Flex's new collection, which has officially launched today across the country. Kardashian also took to her official website to announce her exciting endorsement partnership, writing:

"I am really excited to tell you that I've partnered up with Muscle Flex to showcase their gorgeous VATA Sports and Active Wear Collection!! Danny Alex's collection is so comfortable, such great quality and is perfect for workouts, but also really sexy at the same time. Just because you're working out, doesn't mean you can't look good and feel great!" When Kardashian isn't getting dolled up for glamorous parties, she is hitting the gym in her sexy workout wear from Muscle Flex VATA.

In keeping with his brand and overall vision, Danny states: "I want to inspire women to get excited about being themselves and I think Kim elevates that excitement in a way that only she can do."

Sassy, Sexy, Ultra Comfort, Body Contouring, Natural Wicking... The Muscle Flex VATA Brasil OneFit fabric has "memory stretch" which allows for its incredibly comfortable and one-size-fits-all feature. It's the only sports and active wear collection that will always fit whether one loses or gains a little weight. The anti-bacterial fabric is an innovation in comfort, styling, and feel and has millions of filaments -- four times that of regular yarn -- designed to stretch and fit. The special micro-fiber yarn is hydrophobic, meaning it hates and repels moisture as it develops, drawing it away from the skin and forcing it to the surface by way of millions of ultra-stretch filaments until it completely evaporates. The lightweight, highly elastic fabric uses a completely chemical-free, natural wicking process. The Muscle Flex VATA Sports products currently available include Pants, Capris, Shorts, Tops, Jackets, Skirts and Bras. Great for yoga, working out, running, pilates, and leisure, while always looking and feeling sassy, sexy, comfortable, and energized! (www.MuscleFlexVATA.com)

Muscle Flex was founded by entertainer and lifestyle spokesperson Danny Alex, whose thirty years of experience in the health, physical, and emotional fitness lifestyle idiom has helped him captivate audiences and revolutionize the fitness and health market. Muscle Flex's products are built on the promise of bringing the highest level of respect and integrity in all it delivers to its clients through affordable and effective health, fitness and lifestyle products. With a bevy of products already transforming the industry, the addition of the Muscle Flex VATA Sport Active Wear line and the exciting partnership with Kim Kardashian, has only further fueled Danny's mission to assist people in reaching their goals and personal paths to success. His philosophy, briefly summarized is, "To find success in reaching your personal goals through simple, one-step-at-a-time lifestyle changes that have a lasting impact on a person's quality of life." (www.DannyAlex.com)

About Muscle Flex Inc. (www.MuscleFlex.com)

Muscle Flex is a leading edge fitness, health and lifestyle company that develops exciting brands and new products to market using direct response TV advertising and commercials as well as cutting edge brand and image marketing through the creation of television media content for network and cable television distribution.

This press release contains forward-looking information within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934 and is subject to the Safe Harbor created by those sections. This material contains statements about expected future events and/or financial results that are forward-looking in nature and subject to risks and uncertainties. Such forward-looking statements by definition involve risks, uncertainties and other factors, which may cause the actual results, performance or achievements of Muscle Flex Inc. to be materially different from the statements made herein. "Muscle Flex" is a Registered Trademark of Muscle Flex Inc.