San Clemente, CA (August 29, 2011) – SURFER Magazine's 2011 Oakley Surf Shop Challenge (OSSC) makes its seventh and final stop in Santa Cruz on Wednesday, August 31. Historically, Steamer Lane has been one of the most competitive arenas in the series, consistently producing title threats. To be sure, this is a fact that the other six regional champs will take close note of as they wait to see which shop prevails in this final, talent-filled leg of the tour.

Pacific Wave's Willie Eagleton Throwing Some Spray. Photo: Prefontaine

With one of the largest shop pools to choose from, 10 teams are eagerly awaiting their turn to claim the title of the "Best Surf Shop" in Santa Cruz. The heavy-hitting veterans that show up in full force for this stop always provide an impressive roster. Notable participants to compete this year include Jason "Ratboy" Collins, Tyler Fox (O'Neill Surf Shop), Nate Tyler (Channel Islands), and Johnny Craft (Liquid Surf Shop) to name a few.

Last year, in dominating fashion, the sleeper team of Pacific Wave shut down visions of a repeat from Peter Mel's Freeline Surf Shop. After four consecutive years in the shop challenge, 2010 proved to be the gem for Willie Eagleton as he and his Pacific Wave cohorts edged out his local heroes by an impressive margin of more than six points.

Record-setting high scores have been a prominent feature throughout this year with each stop taking their surfing to another level. Moving forward to the Santa Cruz leg, it should come as no surprise that the NorCal boys will put on a fiercely competitive show. Reaching a crescendo, this final stop will continue to raise the bar for the National Championships next month in Huntington Beach.

Invited Northwest Teams:
One Way Boardshop San Luis Obispo, CA
Rincon Designs Carpentaria, CA
Norcal Surf Shop Pacifica, CA
O’Neill Surf Shop Santa Cruz, CA
Channel Islands Santa Barbara, CA
Pacific Wave Santa Cruz, CA
Liquid Surf Shop Carmel, CA
Revolution Surf Co. Camarillo, CA
Arrow Surf Shop Santa Cruz, CA
On The Beach Surf Shop Monterey, CA

SURFER Magazine's OSSC event series teams shop employees with shop pros for a chance at $10,000 and the title of the best surf shop in the U.S. This year will see 280 surfers from 70 shops around the country compete at seven regional stops before culminating at the Huntington Beach pier on September 20th for the National Championship. For photos, video footage, results, and more check out SurfShopChallenge.com.

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

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 five 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 is still about giving back to the shops, the true backbone of the industry and the heart of the sport of surfing. Each year the competition level rises, the stakes become greater and the prizes become bigger.

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, The Hot 100, 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 GrindMedia, which reaches more than 10 million active sports enthusiasts through an integrated network of magazines, online properties, events and television programming. For more information, visit surfermag.com

Media Contacts:
Monet Quick-Smits
GrindMedia Public Relations
P: 949-370-7083
Monet.quick@grindmedia.com

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