Next Two Stops: Casino Pier, NJ, and Kitty Hawk, NC

San Clemente, CA (April 7, 2011) – The second stop on SURFER Magazine's 2011 Oakley Surf Shop Challenge (OSSC) will take place on April 11 or 12 at Casino Pier in Seaside Height, NJ. Shops from Maine to New Jersey have been invited to participate. Then it's on to the Mid-Atlantic for the third stop in Kitty Hawk in the Outer Banks of North Carolina on April 14 or 15. The official dates for each location will be announced on Friday, April 8, and Wednesday, April 13, for each respective event in order to ensure ideal conditions for the competitors.

Team Heritage's Ian Bloch

For the second year in a row, shops in the Northeast and the Mid-Atlantic regions are getting their own qualifying stops. The additional stop inevitably widens the pool of competing shops and separates some deep-rooted rivalries that will not be squashed until the National Championships in September.

Team Heritage is looking to claim their fourth consecutive regional victory, but don't expect last year's runners-up, 7th Street Surf Shop and Inlet Outlet, to let them take it without a fight. There is no doubt that there is some serious talent on the East Coast and next week will be a testament to that fact.

In the Mid-Atlantic region, team Sweetwater will defend their title from the likes of Coastal Edge and Wave Riding Vehicles. "It will be a fun event for all involved, but we have to win our region against some good talent before we start thinking about heading back out to California for the National Championships," said Sweetwater's Tony Butler.

Invited Northeast Teams:

Inlet Outlet Manasquan, NJ
Bare Wires Surf & Skate Long Branch, NJ
Heritage Surf & Sport Sea Isle City, NJ
Heritage Surf & Sport Ocean City, NJ
Kona Sports Wildwood, NJ
7th Street Surf Shop Ocean City, NJ
Bunger Surf Shop Sayville, NY
Farias Surf & Sport Ship Bottom, NJ
Element Surf and Skate Middletown, RI

Invited Mid-Atlantic Teams:

Whalebone Surf Shop Nags Head, NC
Sweetwater Surf Shop Wrightsville Beach, NC
Outer Banks Boarding Co Nags Head, NC
Coastal Edge VA Beach, VA
Wave Riding Vehicles Virginia Beach, VA
Wave Riding Vehicles Kittyhawk, NC
Freedom Surf Virginia Beach, VA
Village Surf Shoppe Garden City Beach, SC
The Pit Kill Devil Hills, NC
17th Street Surf Shop Virginia Beach, VA

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 in September for the National Championship.

Undoubtedly, all the teams will be hungry for a comeback in 2011, and another chance to claim the national title, the $10,000 prize purse, and an entire year of bragging rights. For previous years 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.comFantasy SURFERThe Hot 100My 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. www.SURFERmag.com.

Media Contacts:

Monet Quick-Smits
Action Sports Group Public Relations
P: 949-370-7083
monet.quick@sorc.com

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