Every year since the 1980s the beaches of California have been the scene for a highly original contest: a surf shop battle. Each surf shop enters a team of employees and takes on its neighbours in an attempt to win the title of best surf shop in the USA.
In 2013, Oakley is stoked to bringing this concept to Europe and now presents the first Oakley Surf Shop Challenge this side of the Atlantic.
The first event will focus on France and Spain; five shops from south-west France and two from the rest of the country will take on five shops from the Basque country and two from the rest of Spain. Oakley is also excited to include two neighbouring countries, with one wildcard for a shop team from England and one for a shop team from Portugal.

The competition will take place in two stages:
' 6 to 7 June 2013: the French shops and the English shop will face one another on the famous waves of Anglet.
' 9 to 10 June 2013: the Spanish and Portuguese shops will battle it out in the beautiful seaside city of San Sebastian.
' The winners from France and Spain will then face off in their quest to be crowned the European Oakley Surf Shop Champion. This will follow immediately after the Spanish event also in San Sebastian.

Each team will have 4 members: two shop
employees, one best customer and a pro junior (under 20).

All the teams will meet in a fun atmosphere where the public will be able to support their favourite shop, discover the latest innovations from Oakley and exchange information about the brand's products before the prizes are awarded.

Oakley has looked at the big picture where prizes are concerned. No five-figure money prize, but better still – the shop that wins the first European Oakley Surf Shop Challenge will
be invited to the ASP WCT Oakley Pro Bali.

More information at www.surfshopchallenge.com/europe

We would particularly like to thank our media partner Surf Europe and Carlsberg for their support; without them, this European project would not have become a reality.

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 in Bali, Indonesia for the first time in 2012. 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.
Established in 1975 and headquartered in Southern California, Oakley is one of the leading sports brands in the world. The holder of more than 600 patents, Oakley is continually seeking problems, solving them with inventions and wrapping those inventions in art. This philosophy has made Oakley one of the most iconic and inimitable brands on the market, with innovations that world-class athletes around the globe depend on to compete at the highest level possible. Oakley is famed for its insuperable lens technologies such as High Definition Optics® (HDO®) which is incorporated into all Oakley sun and prescription eyewear, and all premium Oakley goggles. Oakley has extended its leadership position as the world's leading sports eyewear brand into apparel, footwear and accessories collections. Laser focused on the consumer, Oakley has both men's and women's product lines that target Sports Performance, Active and Lifestyle consumers. Oakley is a subsidiary of Luxottica Group. Additional information is available at www.oakley.com.

Media Contacts:

Ingrid Sirois
PR Manager EMEA, Oakley, Inc.
+41 44 829 6196

Stephanie Protet
Oakley France Core media
+33 61 11 12 532