MEDIA RELEASE PR41858
Oakley and Shaun White Present Air + Style 2010
FOOTHILL RANCH, Calif., Oct. 22 /PRNewswire-AsiaNet/ --
Global Snowboarding Challenge to Take Place in Beijing, China
Oakley, Inc. today announced that the company has partnered with
legendary snowboard & skate champion Shaun White to co-present the 2010 Air +
Style event in China. Air + Style is a world-class contest and one of the
most progressive freestyle snowboarding event formats in existence. The
December 4th spectacle is set to pave the way for the entire snowboarding
industry to enter the emerging Chinese market.
"We are excited to team with Shaun for Air + Style 2010," said Oakley CEO
Colin Baden. "Shaun isn't just a world champion - he's a global icon who
brings his own unique style to whatever he does. Shaun has been part of the
Oakley family for a long time, and this event will allow us to showcase some
of the performance and style innovations we developed in collaboration with
the superstar."
Baden continued, "China has one of the largest and fastest-growing middle
class demographics in the world, and Chinese youth are currently
experiencing a cultural revolution. All accounts point to these young people
moving toward urban culture, music and action sports, and Air + Style
delivers on all fronts. We'll bring the excitement of snowboarding to a new
frontier, and the industry will likely follow our lead," Baden concluded.
"This is a huge opportunity, and it's really great to be part of it,"
said Shaun White. "We'll bring together top riders and showcase global
talent, and we hope to stoke all the homegrown talent that's coming out of
China and see some of their best in action. To partner with Oakley and share
our ever-progressing sport with Beijing and Chinese society as a whole is an
amazing honor," White concluded.
Snowboarding was the third most viewed discipline on television during
the Winter Games and enjoys increased popularity every year. Air + Style
events have been organized in Olympic arenas in Europe since 1993. Olympic
and world champions take part in the highly-regarded freestyle snowboarding
spectacle. Confirmed riders for the 2010 event in Beijing include Torstein
Horgmo, Mikkel Bang, Gjermund Braaten, Kazuhiro "Kazu" Kokubo, Seb Toots and
Haldor Helgason.
White collaborated with Oakley to create a special edition goggle and
sunglass, and both will be featured at Air + Style. The Shaun White Signature
the clarity and protection of High Definition Optics(R) (HDO(R)). Highlighted
by unique styling accents, the design combines the comfort of moisture
wicking triple-layer face foam with the performance of a vented ballistic
lens enhanced with anti-fog treatment. Oakley Holbrook(TM)
American Classic style in contours of comfortably lightweight O Matter(R)
frame material matched with HDO optics and impact protection.
Air + Style is part of the Swatch Ticket To Ride (TTR) World Snowboard
Tour. TTR is a non-profit organization aimed at establishing snowboarding as
a major global sport while providing quality competitive experiences for
snowboarders. As a 6-Star competition of TTR, Air + Style is a top-level
event that showcases the highest and most progressive level of riding.
Shaun White is a two-time Olympic gold medalist and a ten-time X Games
gold medalist. Born in San Diego, California in 1986, White won his first
amateur snowboard competition at age seven. Since then, he has filled his
trophy case with medals earned in Slopestyle and Superpipe. His prowess in
skate is equally impressive, and today he is one of the most recognizable
action sports figures of his time.
company's sport performance and lifestyle products, and to see the special
collaboration with Shaun White.
video: "Oakley and Shaun White Present Air + Style"
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(R) (HDO(R)) which is incorporated into all Oakley sun
and prescription eyewear, and 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 (NYSE: LUX;
SOURCE: Oakley, Inc.
CONTACT: Diane Thibert
Public Relations of Oakley, Inc.
+1-949-672-6888
dthibert@oakley.com
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