San Clemente, CA (March 29, 2010) – Wild anticipation is mounting around the first stop of SURFER MAGAZINE’S 2010 Oakley Surf Shop Challenge kicking-off this Friday, April 2nd at Seaside Reef in Cardiff, California.

For the first time in Surf Shop Challenge history, Southern California has been split into two separate regions: the Southwest, including all of San Diego, and the West, covering Orange County to Los Angeles.

Southern California as a whole is notoriously competitive with some of surfing's strongest talent calling these waters home. Therefore, the new split will not only allow San Diego teams the chance to compete on their home break, but also creates an additional spot at the National Championship for a So. Cal. team and undoubtedly intensifies North and South county rivalries.

San Diego specifically, is stocked full of Surf Shop Challenge royalty with former national champions and repeat regional winners like
SurfRide and Hansens leading the way among a myriad of the region's leading surf shops.

Brent Reilly, SurfRide's 2009 whammy rider, goes aerial in search of a whammy worthy wave.

Last year team SurfRide comprised of Chris Abad, Aaron Coyle, Che Stang and Brent Reilly, was the defending national champion. They made an impressive push for a repeat performance starting with a strong showing for the regional win. But they got bumped down to second place in the championship round after Asher Nolan, team Sunrise's 2009 whammy rider, double-whammied a 9.3 wave score in the final seconds of his heat launching team Sunrise into first place for the win.

Chris Abad, of team SurfRide, confirms that his team will be back this year and touting the same roster. "We've done so the well over the past two years that it just doesn't make sense to mess with a good thing." After last's year disappointing second place finish the foursome is determined to earn themselves a spot in the finals for a chance to reclaim the national title, but first they have to keep their eye on their local rival, Sun Diego. "We've beaten them every year, but they're all good friends and they have a strong team so I know they'll be putting the pressure on us to claim their own spot in the national championship."

This year's Southwest Qualifier will take place at Seaside Reef in Cardiff, California on April 2, drawing teams from all over San Diego into the water and looking to claim their spot in the finals. Spectators, supporters and hecklers alike are welcome at the contest and to check out Oakley's Rolling O Lab, a complimentary espresso bar and the chance to demo a Firewire surfboard.

Invited Southwest Teams:
Clairemont Surf Shop San Diego, CA
Emerald City Coronado, CA
Hanger 94 La Mesa, CA
Hansens Surf Shop Encinitas, CA
K-5 Boardshop Encinitas, CA
Mitch’s Surf Shop La Jolla, CA
Rail II Rail Surf Shop San Diego, CA
Rusty La Jolla La Jolla, CA
South Coast Surf Shop San Diego, CA
South Coast Windansea San Diego, CA
Sun Diego San Diego, CA
Surf Hut Imperial Beach, CA
SurfRide Ocean Side, CA
Wavelines San Diego, CA

The southwest regional champ will head to Huntington Beach, California on September 13th, where they will face-off against the other six regional champions in a winner-take-all, one-heat one-champ final.

This year's regional winners will not only earn an expense-paid trip to the national championship for their chance to score the $10,000.00 grand prize, but each will also receive a full-page shop profile in SURFER Magazine and product from all sponsors.

For photos, video footage, results and more check out

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

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


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, 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.

Media Contacts:

Elishia Matta
Action Sports Group PR Manager
P: 949-370-7083

Tess Weaver
Oakley Sports Marketing Media
P: 541-206-3083