Modell's Sporting Goods Flagship Store in Times Square Updates Outdoor LED Display with Daktronics DVX Technology

Modell's Sporting Goods Flagship Store

BROOKINGS, S.D. – Aug 31, 2010 – Daktronics Inc. (NASDAQ-DAKT) of Brookings, S.D., today announced its latest LED video project for the Modell's Sporting Goods flagship retail store in Times Square. Located at 234 West 42nd Street in New York City, the new Daktronics-manufactured LED board officially fired up in mid-August.

"When researching potential suppliers for the board, we first looked to the HD screen at Yankee Stadium as a model," said Amanda Grossman, Director of Programming and Events in New York for Modell's Sporting Goods. "We quickly learned of Daktronics' capabilities through their work within that and other stadiums. The company came highly recommended from those familiar with the work of Daktronics."

The display utilizes Daktronics' cutting-edge 20 mm DVX LED video technology and measures approximately 10 feet high by 34 feet wide. Engineered and tested to perform under even the harshest conditions, Daktronics' DVX LED display line's advanced environmental protection and revolutionary cooling system combine with Daktronics' world-class image processing to bring stunning HD-quality video to any location.

"We will feature in-house content as well as highlight some of the great brands and product lines from key vendor partners including Adidas, Champion, Nike, Reebok and UnderArmour," said Grossman. "We also have the ability to broadcast press-conferences and other events occurring inside the store, such as pro player appearances, live to crowds on 42nd street."

Modell's also plans on running a Sports Network ticker along the bottom of the display while video content is displayed above.

"Daktronics is proud to offer Modell's the most reliable LED product in the market today," says Josh Henslin, Daktronics’ project manager. "This DVX product is the first of its kind to be completely designed and tested using data from our in-house Product Reliability Lab. In the lab, we subjected the LED modules to extreme conditions, including hurricane-force winds, total submersion in water, and severe temperature fluctuations."

Daktronics' first Times Square project was the well-known Dow Jones Zipper display in 1986. Since that time, Daktronics has added more than 20 major projects to the world-famous area of New York City, more than any other LED display manufacturer. Some of the most well-known Daktronics projects in Times Square include the Coca-Cola® display, the Anheuser-Busch sign, and the new Sony Corporation of American and News Corporation display on One Times Square Tower installed in July 2010.

More information about Daktronics video displays can be found at: www.daktronics.com/spectaculars