Auri, Inc. Selects M2 Studios to Redefine Brand Platform

LAGUNA BEACH, Calif., April 25, 2011 /PRNewswire/ -- Auri, Inc.,(OTCBB: AURI) www.aurifootwear.com, announced today that the Company has engaged M2 Studios San Francisco to update the Auri brand platform.

This will be a 360 degree brand refinement process, focused on updating all of Auri's core marketing assets and bringing them in sync with the product offerings' evolution, expansion and future objectives. This process will define then create all new brand assets to be deployed through all levels of communications, from consumer and trade advertising, to marketing collateral to an all new website and online presence.

M2 Studios San Francisco (www.m2sf.com) specializes in brand value creation, identifying and leveraging the most relevant and powerful equities for leading companies and products worldwide. Led by company president Piet van Praag, M2 has crafted and built game-changing brand platforms for the likes of Jaguar, Lexus & Nissan.  Piet has been at the forefront of brand value creation for over 20 years, starting on Madison Avenue and creating award winning brand efforts for Listerine, Schick, and Daewoo, and then in San Francisco where he built brands such as Levi's, Fox NFL Football, Sega, and Amazon.com. Piet was also integral in the highly effective "Think Outside the Bun" brand mantra for Taco Bell, which resulted in a 10% global sales increase.

"It is exciting to be part of the Auri team, recognizing the uniqueness and relevancy of the product offerings, and seeing the distinctly ownable position that this new brand will occupy in the consumer's mind. This is going to be one of the great ones," stated Piet van Praag, President of M2 Studios.  "There is so much to leverage from a branding perspective. You rarely see such a dedicated and passionate team behind such an innovative and relevant product offering."

About M2 Studios

M2SF is a brand creation, evolution and transformation house, comprised of leading brand fanatics who are specialists in identifying uniquely relevant areas of a brand's equity fabric. Company principal Piet van Praag leads each and every team through the process of identifying and creating the most relevant and powerful equities for any given client's brand, and then bringing them to life in brand manifestations of many different forms; from digital immersions to architectural builds, photography to package design, from national television campaigns to installations in Times Square.  

About Auri

Auri designs and markets fashion footwear for men and women, fusing performance engineering, innovative designs and advanced technical materials.  Crafted with Italian leathers and hand-burnished finishes, the products incorporate a seamless fusion of next level technologies including active suspension systems, compression control and anti-fatigue, removable foot beds, Outlast® temperature regulating linings, Liquicell® ultra-thin liquid-filled interface technology, and encapsulated gel technologies.  For more information, please visit www.aurifootwear.com.

Statements in this press release which are not purely historical, including statements regarding Auri, Inc., intentions, hopes, beliefs, expectations, representations, projections, plans or predictions of the future are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The forward-looking statements involve risks and uncertainties including, but not limited to, the risks and uncertainties associated with the adoption and retail acceptance of the Auri brand, ability to open additional door, the company's ability to raise future capital for growth, ability to expand into other product offerings, ability to consummate a strategic partnering arrangement or license deal and ability to meet the initial listing standards of a national stock exchange. It is important to note that the company's actual results could differ materially from those in any such forward-looking statements. Factors that could cause actual results to differ materially include, but are not limited to, risks and uncertainties associated with the effect of changing economic conditions, trends in the products markets, variations in the company's cash flow, market acceptance risks and seasonality. The company cautions investors not to place undue reliance on the forward-looking statements contained in this press release. Auri disclaims any obligation, and does not undertake to update or revise any forward-looking statements in this press release.

SOURCE Auri, Inc.