industry news

2012 Oakley Surf Shop Challenge

OSSC Heads to New Smyrna for Southeast Regional Qualifier

| posted on August 07, 2012

Local Surf Shops to Compete for All-Expense-Paid Trip to Bali for the $10K National Championship

SAN CLEMENTE, Calif., Aug. 7, 2012– The 2012 Oakley Surf Shop Challenge presented by SURFER Magazine makes stop No. 6 at New Smyrna Beach on Aug. 14-15 for the Southeast Regional Qualifier.

The event series pits four-man teams

For the upcoming Southeast Regional, the battle will be fierce. Jacksonville¹s Sunrise Surf Shop has a lockdown on the Southeast Title
with four consecutive wins. With a trip to Bali on the line, they'll certainly be hungry for a fifth. Team Quiet Flight has been hot on their
heels for the past few years with several second-place finishes. The crews from Red Dog, Water Sports, Aqua East, and Salty Dog also haven¹t been far behind in the field of talented contenders.

Watch the 2011 Southwest Qualifier Video Highlights at surfshopchallenge.com.

The list of 2012 invited Southeast teams:
- IWS Deerfield
- IWS Lake Worth
- Ocean Magic
- Nomad
- Surf Central
- BC
- Surf World
- Surf Station
- Mad Dog
- Sunrise Surf Shop
- Aqua East Surf Shop
- Salty Dog Surf Shop
- Nomad Surf Shop
- Red Dog Surf Shop
- Inland Ocean
- Quiet Flight
- Maui Nix
- Inlet Charleys Surf Shop

Kicking off April 6 with Event No. 1 at Seaside Reef in Cardiff, Calif., former National Champions (2008) SurfRide earned their ticket to Bali by winning the Southwest Regional Qualifier. Wave Riding Vehicles (Mid-Atlantic), Heritage Ocean City (Northeast), Jack¹s Surfboards (West)
and Town & Country (Hawaii) have also qualified.

The remaining 2012 Oakley Surf Shop Challenge calendar includes:
· Aug. 14-15 ­ Southeast ­ New Smyrna Beach Inlet, New Smyrna Beach, Fla.
· Aug. 31 ­ Northwest ­ Steamer Lane, Santa Cruz, Calif.
· Oct. 6-10 ­ National Championship ­ Keramas/Canggu, Bali, Indo.

For all of the latest information including photos, video footage, results and more, check out surfshopchallenge.com.

Special thanks to Oakley and other event partners, Muscle Milk, Rusty, Bubble Gum, New Era, Future Fins, Waterman¹s Applied Science and Mizu for their support, without which the Surf Shop Challenge series would not be possible.

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.
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 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, and the 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 22-million active sports enthusiasts through an integrated network of magazines, online properties, events and television programming. To learn more, visit surfermag.com

About GrindMedia
Source Interlink Media¹s GrindMedia is home to renowned action and adventure sports magazine brands Surfer, Surfing, Snowboarder,
Skateboarder, Powder, Bike, Canoe & Kayak, SUP-Standup Paddler, Dirt Rider, ATV Rider, and Paved. Along with our standalone websites,
including GrindTV.com, Newschoolers and Motocross.com, GrindMedia is the leading provider of print and online action sports and entertainment content in the United States. Delivering significant reach across both action sports enthusiast and various in-market consumer audiences, GrindMedia produces more than 20 leading events and webcasts such as Surfer Poll Awards, Powder Video Awards, Nike Lowers Pro, EnduroCross and International Surfing Day. GrindMedia is also the exclusive action and adventure sports content provider for Yahoo! Sports. To learn more, visit grindmedia.com.

Media Contacts:
Dawn Hamilton
KHPR for GrindMedia
P: 310-295-1189
dhamilton@khpublicrelations.com

Alyssa Gross
Oakley North American PR
P: 949-829-6291
AlyssaG@oakley.com

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