SOURCE: Muscle Flex Inc.

Muscle Flex Inc.

January 19, 2010 05:00 ET

Kim Kardashian Partners With Muscle Flex to Endorse and Promote the Sassy and Sexy Muscle Flex VATA Brasil Sports and Active Wear Collection - MuscleFlexVATA.com

LOS ANGELES, CA--(Marketwire - January 19, 2010) - Muscle Flex Inc. (www.MuscleFlex.com) (PINKSHEETS: MFLI) announced today that Kim Kardashian has partnered with Muscle Flex to endorse its sassy and sexy Muscle Flex VATA Brasil™ Sports and Active Wear Collection (www.MuscleFlexVATA.com). Kim Kardashian is synonymous with style, beauty and fashion and is the perfect individual to showcase the Muscle Flex VATA Brasil Active Wear Collection. As one of the most watched and written about women today, Kim Kardashian is very selective in the products that she chooses to endorse and ensures that their quality and styling are commensurate with her international persona. Muscle Flex Inc. is excited to work with Kim Kardashian in propelling the Muscle Flex VATA Brasil Sports and Active Wear Collection and to continue to expand its quality, styling and brand awareness.

Muscle Flex was introduced to Kim Kardashian through its public relations and marketing partner TLK Fusion (www.TLKfusion.com). Muscle Flex CEO Danny Alex provided Kim Kardashian and Kris Jenner with a selection of pieces from the collection to assess their styling feel and quality.

Kim Kardashian replied, "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 continued, "I look forward to working with Danny Alex and Muscle Flex in branding and showcasing the Muscle Flex VATA Brasil Sports and Active Wear Collection. The collection has an amazing feel, incredible fit and that sassy Brazilian flare."

"Kim's participation and endorsement of the Muscle Flex VATA Brasil Collection is the perfect fit for Muscle Flex and the Muscle Flex VATA Collection," commented Danny Alex, CEO and Founder of Muscle Flex. "We have spent a lot of time and energy selecting and presenting the entire collection and are inspired that we are able to work with someone of Kim Kardashian's caliber and taste."

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

Muscle Flex Inc. 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. "Miss Muscle Flex," "The BUDDY Tablet Caddy" and "The Beagle StepFit" are Trademarks of Muscle Flex Inc.