VANCOUVER, BRITISH COLUMBIA--(Marketwire - Sept. 20, 2010) - The Board of Directors of Sterling Shoes Inc. (TSX:SSI) (the "Company") is pleased to announce that David Alves has been appointed as President and CEO of Sterling Shoes Inc. effective November 17, 2010. Mr. Alves will also be appointed as a Director of the Company effective November 17, 2010.