The Oakley Surf Shop Challenge Fueled By Muscle Milk Heads West

The salt of our industry—the dudes and dudettes who work at surf shops—get their chance to shine at the Oakley Surf Shop Challenge. While I’m supposed to be neutral…go team Hansens!

Oakley Surf Shop Challenge

Team Surfride Returns To Newport Looking For A Repeat Performance

San Juan Capistrano, CA (June 3, 2009) – One stop complete, four remaining, in the Oakley Surf Shop Challenge fueled by Muscle Milk. Heritage Surf Shop punched their ticket last week to return to Huntington Beach, California for the National Championships leaving the slew of past champions residing in the Southwest chomping at the bit for their chance to do the same.

The Southwest region is notorious for housing some of surfing’s strongest talent with teams including the reigning National Champions, Surfride, the 2007 National Champs, Hansens and many more of the industry’s leading surf shops that man the frontlines of the sports progression.

This year’s Southwest Qualifier will take place at 54th Street in Newport Beach, California on June 5, drawing teams from San Diego to Orange County into the water and looking to claim their spot in the finals.

With so many having tasted the sweetness of victory, the competition is destined to be fierce as teammates return to the battlegrounds hungry for the win. Among them is team Surfride. They are back with their winning combination of technique, style and strategy. Captain, Chris Abad and teammates Che Stang, Aaron Coyle and Brent Riley are poised and ready to defend their Regional title and begin the journey to extending their reign as National Surf Shop Challenge Champions. The road will not be an easy one, however, with talented competitors including Val Surf, Sun Diego, Frog House, Surfside, Laguna Surf and Sport, Jack’s and others all fighting to take their place.

Southwest Teams Expected to Compete:

Val Surf Los Angeles, CA
Surfside Sports Costa Mesa, CA
Killer Dana Dana Point, CA
Surfride Ocean Side, CA
Jack’s Huntington Beach, CA
Laguna Surf and Sport Laguna Beach, CA
K-5 Encinitas, CA
HSS Huntington Beach, CA
Katin Huntington Beach, CA
Sun Diego Carlsbad, CA
Hansens Encinitas, CA
Becker Torrance, CA
ET Hermosa Beach, CA
Frog House Newport Beach, CA
Hanger 94 San Diego, CA
Spyder Hermosa Beach, CA
T-Patterson San Clemente, CA

The Southwest Regional Champ will head to Huntington Beach, California on September 14, where they will face Heritage Surf Shop and the three other Regional Champions in a winner-take-all, one-heat one-champ final.

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Forecast:

While Southern California has been suffering through a flat spell over the past few weeks, official event forecaster, Wavewatch.com is predicting a strong swell to arrive as the Surf Shop Challenge kicks-off in Newport Beach, California on Friday.

There will be a mix of overlapping SSW swells pushing out of the South Pacific. 54th Street is expected to have consistent surf in the chest-to-shoulder-high range with some head-high waves mixing in on the bigger sets and providing just right conditions for these teams to duke it out in the water.

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 fueled by Muscle Milk is still about giving back to the shops, the true backbone of the industry. Each year the competition level rises, the stakes become greater and the prizes become bigger.

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 full page 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.

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.

For photos, video footage, results and more check out www.surfshopchallenge.com.

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 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 bodybuilding.com, 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: www.cytosport.com.