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Dates announced for Surfer Mag/Oakley Surf Shop Chlg

Oakley Surf Shop Challenge

Throughout the US and Hawaii
27 May - 14 September 2009

2009 Schedule announced for Oakley Surf Shop Challenge

Surfersvillage Global Surf News, 18 May, 2009 : - - In the early ’80s the SURFER Surf Shop Challenge provided an opportunity for shop rats throughout Southern California to battle it out in the water until only one team, representing the most hardcore shop in the region, remained.

“SURFER started the Surf Shop Challenge to get the ‘real’ surfers out from behind the counters and into the surf,” said SURFER Publisher, Rick Irons. “They are so competitive, and shop bragging rights are at stake, which means a lot to them.”

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 fueled by Muscle Milk is still about giving back to the shops, the true backbone of the industry. 

Oakley recognizes the role these shops play in the success of not only their brand, but of the action sports retail industry as a whole and believes in the importance of maintaining strong ties with them as the most elemental portal to the core consumer.

“Surf shops have always been one of the founding retail components to Oakley’s success,” says Liam Barratt, Oakley Events Manager. “We’re proud to foster a healthy rivalry that already exists among surf shops and give back to the hardworking individuals on the floor.”

Last year’s National Champion and grand prize-winning team was San D iego’s Surf Ride, comprised of Chris Abad, Brent Reilly, Che Stang and Aaron Coyle. The reigning Southwest Champions banded together to dominate their opponents with a calculated strategy that awarded them an oversized check worth a cool $10,000. They will be back again this year; will they be able todefend their title?

Regional winners this year will not only earn an expense-paid trip to the national championship for the opportunity to win the $10,000 grand prize, but each will also receive a fullpage shop profile in SURFER Magazine, a Muscle Milk fridge and supply of Muscle Milk, a set of 59 custom New Era hats designed by the winning shops.

VIP treatment at the 2009 SURFER Poll and Video Awards, and product from all sponsors. Additionally, FCS has created the award for Functional Creative Surfing, awarding a travel prize package worth nearly $1,000 to the contestant who pulls off the best maneuver of the event.

The regional contests will begin in late May and run through early August. However, this year some of the venues have relocated. In the Southeast, the event has moved from Sebastian Inlet to New Smyrna Beach, Florida. Similarly, the contest in the Central Northwest has moved from Pleasure Point to Steamer Lane in Santa Cruz, California.


1 Northeast:
Maine to South Carolina May 27-29, 2009 : Wed - Friday Casino Pier,
Seaside Heights, NJ

2 Southwest:
San Diego to Orange County June 5, 2009 : Friday 54th St,
Newport Beach, CA

3 Hawaii:
All Islands July 10, 2009 : Friday Kewalo Basin,
South Shore, HI

4 Central/Northwest:
Seal Beach to San Francisco July 31, 2009 : Friday Steamer Lane,
Santa Cruz, CA

5 Southeast:
Texas to Georgia August 12-13, 2009 : Wed - Thursday New Smyrna Beach, FL

6 National Championships September 14, 2009 : Monday Huntington Pier, CA

For photos, video footage, results and more check out Special thanks to Oakley, Muscle Milk, and other event partners New Era, FCS, Gorilla Grip, SURFER Magazine, and WaveWatch 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

About Muscle Milk:
CytoSport, the maker of Muscle Milk®, is among the largest sport nutrition protein beverage companies in the U.S. and offers a complete line of protein-enhanced powders, shakes and bars. Muscle Milk® was recently named the 2008 Ready-to-Drink Beverage of the Year by

Best Functional Beverage and Beverage of the Year by BevNet and 2009 Company of the Year by Beverage Forum presented by Beverage Marketing Corporation and Beverage World.  For more information on Muscle Milk or additional CytoSport products, visit:

In 1960, SURFERMagazine 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, Wavewatch, My SURFER Cover and a myriad of SURFERmessage 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.

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Elishia Matta

Contests - Surfersvillage


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