Oakley And Shaun White Present Air + Style 2010 1

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22nd October 2010, 12:23pm - Views: 1053





Misc Miscellaneous Oakley, Inc. 1 image

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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.



    (Photo: http://www.newscom.com/cgi-bin/prnh/20101021/LA86106 )


    "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

Series A Frame(R) (http://www.oakley.com/products/3516/23500) goggle offers

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)

(http://www.oakley.com/products/6497/23988) sunglasses reflect White's

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.

Misc Miscellaneous Oakley, Inc. 3 image


    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.


    Visit Oakley.com (http://www.oakley.com/sports) to learn more about the

company's sport performance and lifestyle products, and to see the special

edition designs (http://www.oakley.com/search/shaun+white) made in

collaboration with Shaun White.


    Click here (http://www.youtube.com/watch?v=TbYcNmDaGYc) to view the short

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;

MTA: LUX). Additional information is available at http://www.oakley.com.



    SOURCE: Oakley, Inc.


    CONTACT: Diane Thibert

             Public Relations of Oakley, Inc.

             +1-949-672-6888

             dthibert@oakley.com



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