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Canon U.S.A. Celebrates The 25TH Anniversary Of The EOS Rebel SLR Camera Line With Launch Of “Rebel With A Cause” Initiative

Profiling Modern Day Rebels Including Daredevil Nik Wallenda and Music Producer Swizz Beatz, “Rebel With A Cause” Campaign Filmed Entirely with Canon EOS Rebel T6i DSLR Cameras


MELVILLE, N.Y., December 2, 2015 Celebrating 25 years since the introduction of Canon’s first EOS Rebel SLR camera, Canon U.S.A., Inc., a leader in digital imaging solutions, is pleased to honor this milestone by introducing its new “Rebel With A Cause” campaign. In 1990, the iconic “Image is Everything” campaign introduced the Canon EOS Rebel, an SLR camera born with a cause — to put the power of pro photography into the hands of the public and level the playing field forever. 25 years later, Canon launches “Rebel With A Cause,” embarking on a journey to follow modern day rebels who challenge convention in their own unique way, capturing their causes through the eye of a Canon EOS Rebel DSLR. “Rebel With A Cause” will invite people into their worlds, celebrating the imagery that makes their causes shine and motivating others to join their movements.

The campaign kicks off today featuring American daredevil Nik Wallenda followed by GRAMMY® Award winning record producer Swizz Beatz.

For the first video from the campaign, Nik Wallenda, best known as a member of The Flying Wallenda Family, and the first and only person to walk a tightrope across Niagara Falls and the Grand Canyon, encourages an unexpected group of people, senior citizens, to check items off of their personal bucket lists. After visiting a senior center in Sarasota, FL, the man who’s conquered every feat he’s ever dreamed of, sent one senior citizen into the sky and one to the racetrack to inspire them to finally conquer theirs. The campaign, shot entirely on Canon EOS Rebel T6i DSLR cameras, can now be viewed here: http://canon.us/bkQln .

“I’m honored to be selected as a Rebel with a Cause as part of Canon’s campaign, as I’ve spent my entire life pushing boundaries and encouraging others to do the same,” said Nik Wallenda. “Partnering with Canon to tell my story and continuing to pursue my mission to never give up, has been an incredibly rewarding experience, and I hope this inspires others to live their lives to the fullest.”

“Canon has always made it a priority to make what was once thought to be impossible possible, and it’s one of the reasons we created the EOS Rebel cameras,” said Yuichi Ishizuka, president and COO, Canon U.S.A., Inc. “The heart of this campaign is about showcasing modern day rebels entirely through the eyes of a Canon EOS Rebel camera, encouraging people to take their creativity to the next level and to tell their own unique stories.”

“Rebel With A Cause” will continue with hip-hop artist and multi-platinum record producer Swizz Beatz, who has recently become a major force in the art world. However, instead of focusing on his own art, he’s focused on finding the next great, unknown artist – and into 2016 with a range of high profile individuals each embracing their own cause. Every rebel has their own unique story, and the campaign will encourage everyone to find the rebels within themselves.

The Evolution of the Canon EOS Rebel Camera
Canon announced the first ever EOS Rebel SLR camera 25 years ago in August 1990, changing the game in the SLR camera category. At the time it was Canon’s smallest and lightest 35mm autofocus single-lens reflex (SLR) camera in the EOS line of autofocus SLRs. The EOS Rebel line has been continuously known to pack advanced features and imaging technologies into affordable high-quality consumer-level camera bodies. Through its first 14 years, Canon introduced 13 EOS Rebel film SLR models and in 2003, the Canon EOS Rebel DSLR was born, marking the beginning of the modern-day EOS Rebel DSLR camera. From 2003 to 2015, there have been 15 models in the EOS Rebel DSLR camera line including the latest models introduced this year featuring built-in Wi-Fi® and NFC capability -- the EOS Rebel T6i and T6s DSLR cameras. The EOS Rebel camera line has been used by creative consumers to express themselves through still images for decades as well as Full HD video since the introduction of the EOS Rebel T1i in 2009. Also known for their compact size and superb feature set these cameras have enticed many consumers to make this their first entry into Canon’s EOS interchangeable lens camera family. All Canon EOS Rebel cameras are compatible with Canon’s entire line of EF and EF-S lenses. The sales success and longevity of the EOS Rebel camera line is why the cameras are a household name across generations making it one of the most popular lines in SLR cameras.

For more information about the entire Canon EOS Rebel DSLR camera lineup, please visit www.usa.canon.com/eos.

About Canon U.S.A., Inc.

Canon U.S.A., Inc., is a leading provider of consumer, business-to-business, and industrial digital imaging solutions to the United States and to Latin America and the Caribbean (excluding Mexico) markets. With approximately $31 billion in global revenue, its parent company, Canon Inc. (NYSE:CAJ), ranks third overall in U.S. patents granted in 2014† and is one of Fortune Magazine's World's Most Admired Companies in 2015. Canon U.S.A. is committed to the highest level of customer satisfaction and loyalty, providing 100 percent U.S.-based consumer service and support for all of the products it distributes. Canon U.S.A. is dedicated to its Kyosei philosophy of social and environmental responsibility. In 2014, the Canon Americas Headquarters secured LEED® Gold certification, a recognition for the design, construction, operations and maintenance of high-performance green buildings. To keep apprised of the latest news from Canon U.S.A., sign up for the Company's RSS news feed by visiting www.usa.canon.com/rss and follow us on Twitter @CanonUSA. For media inquiries, please contact pr@cusa.canon.com.

ABOUT NIK WALLENDA
Nik Wallenda is a 7th generation member of the legendary Wallenda family. Known world-wide for his incredible feats upon the high wire and beyond, Nik is the holder of 10 world records, among these the highest 4-level 8-person pyramid on the wire, the highest and longest bicycle ride on a wire, and hanging from a helicopter by his teeth. His career began at the age of 2, learning to walk the wire while holding his mother’s hand, and from there has lead to record breaking performances across the United States and around the world. In 2012, he fulfilled his life-long dream to become the only person to walk directly over the precipice of Niagara Falls, covered live by ABC. In 2013, he became the first person to walk a wire across the Grand Canyon, an epic event aired live by Discovery Channel in 178 countries, breaking network rating and social media records in the process. His 2014 Discovery Channel TV special saw him set 2 Guinness World Records for the highest incline and blindfolded wire walks in the city of Chicago. In April 2015, he set his latest Guinness World Record, walking atop the 400ft tall Orlando Eye live on the Today Show. Nik’s motto is never give up, and he carries this positive message with him in every walk with the purpose of “inspiring people around the world to follow their dreams.”

ABOUT SWIZZ BEATZ
Kasseem Dean (Swizz Beatz) is an internationally acclaimed music producer and global entrepreneur and currently a student in the Harvard Business School’s Owner/President Management Program. In the business world since he was 16, Dean has conceived a myriad of ventures, always starting at the bottom and building them to remarkable success. While still in high school, Dean began deejaying and working at his uncle’s company, Ruff Ryder Records. Within a short time, Dean produced the company’s first hit, by DMX. More success followed—as a producer and artist. At 23, Dean founded his own record label, Full Surface Records, with Clive Davis and earned a GRAMMY® Award at the age of 33. As a producer, Dean has worked with a diverse range of artists and some of the biggest names in the world including Madonna, Beyoncé, Lil Wayne, Britney Spears, and Metallica, creating numerous gold, platinum, and diamond hits.

Dean’s talents and success extend well beyond the music world. A natural observer and strategic thinker, Dean is an innovative fashion designer, collaborating with Reebok, Christian Louboutin, Aston Martin, Lotus, and Audemar Piguet.

Believing that art embodies culture and is an expression of life, as a child Dean saw graffiti on the walls in the Bronx and wondered about its meaning. He began collecting art in his twenties, and in 2014 launched The Dean Collection, which is not only a collection of his own artwork but also a discovery zone for art enthusiasts who appreciate art not just from the greats but also from aspiring and new artists alike. Most recently, in October 2015, Dean was appointment to the Board of Trustees for The Brooklyn Museum.

Dean is also involved in many charities, with a particular focus on children: he works closely with his wife’s organization Keep A Child Alive to fight AIDS and poverty in Africa, he adopted the Bronx Charter School for the Arts; is the Global Ambassador for HHC; co-chair of the 2014 Gordon Parks Foundation Gala and continues to work with Children’s Rights Organization which lends legal services to foster children to protect their rights.

While highly accomplished, Dean remains grounded, authentic, and humble. A role model to many, he is devoted to his family and to the welfare of others— both locally and around the world. According to Dean, “The sky is not the limit; it’s just the view.” With a true passion for business, no matter the industry, Dean hopes that his success will continue to inspire others.

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† Based on weekly patent counts issued by United States Patent and Trademark Office.