OAKLEY SURF SHOP CHALLENGE HITS NEW SMYRNA BEACH

SAN CLEMENTE, Calif. (August 17, 2010) - The fiercely competitive Southeast Regional Qualifier of the Oakley Surf Shop Challenge hits New Smyrna Beach, Florida, August 18 for the sixth of seven stops in the series. Last year's Oakley Surf Shop Challenge National Champions, Team Sunrise from Jacksonville, FL, will be returning to defend their regional Southeast title and earn themselves a chance to once again compete at the National Championship in Huntington Beach, CA in September.

2009 Southeast Champions Sunrise Surfshop

The 2009 Southeast Championships saw Salty Dog Surf Shop finish runner-up, with Catalyst coming in third followed by Red Dog in fourth. Both Salty Dog and Red Dog are confirmed to return this year.

The complete roster of confirmed teams for 2010 includes (CLICK TO GO TO SHOP SITE):

Aqua East Surf Shop Jacksonville Beach, FL

Inlet Charley's Surf Shop New Smyrna Beach, FL

Island Water Sports Deerfield Beach, FL

Maui Nix Surf Shop Daytona Beach, FL

Nomad Surf Shop Boynton Beach, FL

Quiet Flight Surf Shop Cocoa Beach, FL

Red Dog Surf Shop New Smyrna Beach, FL

Salty Dog Surf Shop Daytona Beach, FL

Sunrise Surf Shop Jacksonville Beach, FL

Surf Station St. Augustine, FL

This event marks the second-to-last of seven regional stops in the Oakley Surf Shop Challenge Series before the National Championship. The winner will head to Huntington Beach, California, on September 13, where they will meet the rest of the 2010 regional champs, which currently includes: Hansen's (Southwest), Heritage Surf and Sport (Northeast), Sweetwater Surf Shop (Mid-Atlantic), Jack's Surfboards (West), Town & Country (Hawaii), and the yet to be determined Northwest Regional Qualifier. Winner-takes-all--the prize, the glory, and the bragging rights--in this highly coveted National Title race.

About Surf Shop Challenge:

Originally conceived to provide a fun and competitive format for the hardcore surf shop riders, the SURFER Shop Team Challenge was one of the most popular and exciting Southern California contests of the early 1980s.  Through the years the contest has evolved, with seven qualifying regional events around the country, culminating in a national championship at the famed Huntington Beach Pier in sunny Southern California. The underlying principles, however, have remained the same. The Oakley Surf Shop Challenge fueled by Muscle Milk is still about giving back to the shops, the true backbone of the industry. Each year the competition level rises, the stakes become greater and the prizes become bigger.

Regional winners this year will not only earn an expense-paid trip to the National Championship in California for the opportunity to win the $10,000 grand prize, but each will also receive a full-page shop profile in SURFER Magazine, custom Oakley sunglasses, one-month supply of Muscle Milk, a set of 59 custom New Era hats designed by the winning shops, VIP treatment at the 2010 SURFER Poll and Video Awards, and product from all sponsors.

Special thanks to presenting sponsoring Oakley and other supporting sponsors and event partners New Era, Muscle Milk, ASR, Bubble Gum Surf Wax, Buell Wetsuits, Firewire Surfboards, and SURFER Magazine for all their support. Without their involvement the Surf Shop Challenge Series would not be what it is today.

For photos, video footage, results and more check out surfshopchallenge.com/

About Oakley, Inc.

The global leader in performance sunglasses, goggles and prescription eyewear, Oakley also offers technical and lifestyle apparel, footwear, watches and accessories. The company was created for athletes who see impossibility as just another challenge, and their dedication inspires Oakley to seek out problems, solve with innovation and wrap invention in art. Exceeding the limits of possibility for more than thirty years, Oakley serves the demands of world-class athletes with unbeatable technologies including High Definition Optics® (HDO®). Additional information is available at www.oakley.com.

About SURFER:

In 1960, SURFER Magazine began as the original. After a long history of delivering provocative and insightful editorial features, revealing interviews and award winning state-of-the-art photography, SURFER remains the authoritative voice of the surfing world and thus earned the moniker “the bible of the sport.” The SURFER brand has also grown to include Surfermag.com, Fantasy Surfer, The Hot 100, My SURFER Cover and a myriad of SURFER message boards. All of these assets combine to make the SURFER network the most current and reliable channel of information to the surf community. The magazine is published by Source Interlink’s Action Sports Group (ASG), which reaches more than 2 million active sports enthusiasts through an integrated network of magazines, online properties, events and television programming. surfermag.com

Media Contacts:

Dawn Hamilton
KHPR for SURFER
P: 310-295-1189
dhamilton@khpublicrelations.com

Elishia Matta
Oakley Sports Marketing Media
P: 949-900-7229
EMatta@oakley.com