Schwinn Launches Helmets on Heads, a National Helmet Safety Education Campaign (as seen in Wall Street Journal)

MADISON, WI -- (MARKETWIRE) -- 10/04/12 -- Schwinn, a brand of Dorel Industries (TSX: DII.B) (TSX: DII.A), is excited to announce today the launch of Helmets on Heads, a comprehensive national education campaign in association with the ThinkFirst National Injury Prevention Foundation. Helmets on Heads is committed to educating one million kids about bike helmet safety over the next 10 years. Helmets on Heads will offer tools and opportunities for educators, local communities and families to get involved and take action in protecting themselves and those around them.

"At Schwinn, we hear stories all the time about how a helmet saved someone's life during a bike accident. The effect of those stories has made a profound personal impact on me and the other employees at Schwinn. This program comes from our desire to ensure that riders of all ages, particularly children, are safe while enjoying their bikes," said Alice Tillett, President of Schwinn. "It is Schwinn's goal that not only wearing a helmet, but a helmet that fits you properly, will become second nature for both children and adults."

Helmets on Heads will launch with a national Public Service Announcement and a helmet fitting education tour stopping at six cities across the United States this year, including Austin, Chicago, Denver, Minneapolis and New York. Schwinn Brand Ambassador and Olympic Gold Medalist Summer Sanders will join the tour to help properly fit kids with helmets. Helmets on Heads is scheduled to visit another 15 cities in 2013. The program will provide teachers, parents and caregivers with information and resources on the importance of helmet and bike safety. Over the next 10 years, the campaign will visit additional communities across the country. Educators also have the opportunity to download the materials and request helmets directly from www.helmetsonheads.org.

According to the National Highway Traffic Safety Administration, in 2010, 618 bicyclists were killed and 52,000 were injured in traffic crashes and nearly 70 percent involved head injuries.(1) Bicycle helmets have been estimated to reduce the risk for head injuries by 85 percent.(2) Despite these facts, only 25 percent of all bicyclists wear helmets.(3)

"With the extensive and disturbing statistics surrounding young people and head injuries from bicycle related crashes, ThinkFirst is proud to be partnering with Schwinn on this important initiative to increase awareness and education of helmet and bike safety," said Debby Gerhardstein, Executive Director of the ThinkFirst National Injury Prevention Foundation. "This campaign will benefit every American adult and child."

For more information, including: event details, educational materials, helmets for your own fitting event and the public service announcement visit www.helmetsonheads.org.

(1) National Highway Traffic Safety Administration (NHTSA), Dept. of Transportation (US). Traffic safety facts 2010: bicyclists and other cyclists. Washington (DC): NHTSA; 2012 (cited 2012 June 26). Available from: http://www-nrd.nhtsa.dot.gov. (2) Thompson, R.S.; Rivara, F.P.; and Thompson, D.C. 1989. A case-control study of the effectiveness of bicycle safety helmets. New England Journal of Medicine 320:1361-67. (3) Centers for Disease Control and Prevention (CDC), Dept. of Health and Human Services (US). 2011. Body and mind. Hard facts about helmets (cited 2012 August 17). Available from http://www.bam.gov/sub_yoursafety/yoursafety_helmets.html.

Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=2112748 Embedded Video Available: http://www2.marketwire.com/mw/frame_mw?attachid=2112794

MEDIA CONTACT: Carolyn Conners for Schwinn 212.528.1691 Cconners@mfaltd.com