Exceed Company, the Chinese firm that owns the Xidelong brand, was honored by the China's National Productivity Center of the Leather and Footwear Industry on Jan. 8. Exceed said that it was named one of China's top 10 athletic footwear businesses and one of the 100 most valuable footwear brands in 2010. Puma has launched a worldwide Facebook campaign coinciding with the introduction of its new Puma King Finale football boot and apparel range. Fans can make their own posters copying Puma's ads, declaring what they are the ?king of.?