THE OAKLEY SURF SHOP CHALLENGE 2010 SCHEDULE ANNOUNCED

Series Includes Two New Regional Stops

San Clemente, CA (March 18, 2010) - SURFER Magazine's Oakley Surf Shop Challenge is back and bigger than ever having grown from five to seven regional events. The 2010 series now includes regional stops at Cardiff, Newport Beach, and Santa Cruz, in California as well as Seaside Heights, New Jersey, Kitty Hawk, North Carolina, New Smyrna Beach, Florida, and Kewalo Basin on Oahu's South Shore.

National Champion Sunrise Surf Shop

What started as a single Southern California contest in the early '80s now includes every major retail market in the country, not to mention some of the most renowned surf spots North America has to offer. "The incredible support from Oakley and all the other brands is what really allowed us to add the additional stops," said Group Publisher, Surfer and Surfing, Tony Perez. "We're looking forward to seeing which shops come out on top in 2010."

Surf shops play a pivotal role in the success of the action sports retail industry by linking brands to their core consumers. Recognizing the importance of this relationship and supporting these brand ambassadors remains the founding philosophy behind the Oakley Surf Shop Challenge. "By dedicating an entire event to our core accounts, Oakley is acknowledging the huge role they play in the success of our brand and the entire action sports retail industry,” says Ronny Nelson, Oakley Sports Marketing Manager. “We’re proud to support the healthy competition among surf shops and give back to the employees. We always look forward to the finals in Huntington and the shops look forward to the bragging rights that follow."

Last year's National Champion and grand prize-winning team was Florida's Sunrise Surf Shop, comprised of team riders Ryan Briggs and Asher Nolan and shop employees Garett Carmichael and Dane Jefferys.

With three regional and two national titles now under their belt, Team Sunrise is an undeniable force to be reckoned with on the Oakley Surf Shop Challenge circuit. However, after having tasted the sweetness of a national title race, the other four 2009 regional champs, Heritage from the Northeast, SurfRide from the Southwest, T & C from Hawaii, and Freeline from the Northwest, will be returning to the series hungrier than ever for a victory of their own. But with the addition of the San Diego and the Mid-Atlantic regions, the competition will be more competitive than ever. Stay tuned to find out who will be back for another chance to claim the national title, the $10,000 prize purse, and an entire year of bragging rights.

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

The regional contests will begin in April and run through the end of August, with the National Championship taking place in Huntington Beach, CA, on September 13, 2010.
2010 EVENT SCHEDULE

No Region Contest Date Location
1 Southwest: San Diego- April 2, 2010 : Friday- Seaside Reef, Cardiff, CA

2 Northeast: Maine to New Jersey- April 19-20, 2010 : Monday- Tuesday- Casino Pier, Seaside Heights, NJ

3 Mid-Atlantic: Virginia to Outer Banks- April 22-23, 2010 : Thursday- Friday Kitty Hawk, Outer Banks, NC

4 West: Orange Cnty to Los Angeles- June 4, 2010 : Friday- 54th St, Newport Beach, CA

5 Hawaii: All Islands- July 9, 2010 : Friday- Kewalo Basin or Ala Moana Bowl, South Shore, HI

6 Southeast: Texas to Georgia- August 18-19, 2010 : Wed – Thursday- New Smyrna Beach, FL

7 Northwest: Ventura to San Francisco- August 27, 2010 : Friday- Steamer Lane, Santa Cruz, CA

8 National Championships September 13, 2010 : Monday- Huntington Pier, CA

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

Special thanks to Oakley and other event partners Muscle Milk, New Era Caps, Firewire Surfboards, Bubble Gum Surf Wax, 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 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.

Media Contacts:

Elishia Matta
Action Sports Group PR Manager
P: 949-370-7083
elishia.matta@sorc.com

Tess Weaver
Oakley Sports Marketing Media
P: 541-206-3083
tweaver@oakley.com

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