Troy Lee Designs creates limited edition Steve McQueen motorcycle helmets
GreenLight Press Release - Jan 19, 2010

GreenLight, a global media licensing, talent negotiation and rights representation consultancy, today announced that it has signed a licensing agreement on behalf of the Steve McQueen estate with Troy Lee Designs for the production, marketing and sale of a series of limited edition motorcycle helmets.

Troy Lee Designs, which has been customizing helmets "For The World's Fastest Racers," debuted the first limited edition helmets earlier this month at the Anaheim 1 Supercross. The helmet retails for $525 (USD), with a limited run of only 700 units going into production.

“My dad was an avid motorcyclist and huge supporter of the sport,” said Chad McQueen, Steve’s son. “It’s great to see his love for motorcycling live on through new limited edition helmets.”

“I have looked up to Steve McQueen my entire life,” said Troy Lee, Founder, Troy Lee Designs. “I always held great respect for him and everything he represented. I am truly excited to forge this relationship and look forward to designing a collection that represents Steve’s timeless, style and personality.”

The first helmet announced will be the first in a series of Steve McQueenTM helmet styles that will be unveiled over the next three years. The first helmet in the line is available at select retailers in the U.S. and internationally and online at www.troyleedesigns.com in June 2010.

“Steve McQueen was passionate about racing both motorcycles and cars,” said David Reeder, Vice President at GreenLight. “Through this partnership, GreenLight and Troy Lee Designs will carry on Steve’s love for motorcycling and bring it to a new generation of fans.”

Steve McQueen, the King of Cool, left an indelible imprint as one of Hollywood's most charismatic leading men. His balance of masculinity and sensitivity made him both a man's man and a ladies' man all at once. His revered roles in films such as Bullitt, The Great Escape, The Thomas Crown Affair and Papillion have been often imitated but never repeated. An actor, race-car driver and father, McQueen was the epitome of the American dream, rising from hardscrabble circumstances to become one of the most famous movie stars in the world.

To learn more about Steve McQueen, visit his official Web site at http://stevemcqueen.com/.

GreenLight represents the estates of iconic entertainers, scientists, inventors and other celebrities including Steve McQueen, Johnny Cash, Bruce Lee, Albert Einstein, Thomas Edison and the Wright Brothers. GreenLight licenses personality rights to companies in categories including: financial services, automotive, technology, apparel, social expression, health and beauty, home furnishings, and toys for use in advertising, promotions and merchandise.