Official Press Release: "OAKLEY HOSTS FUEL TV’S DAILY HABIT"

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FOOTHILL RANCH, Calif., Sept. 16, 2009 – Oakley, Inc. announced today the second version of the brand’s signature week on FUEL TV’s “The Daily Habit” will be filmed on location at Oakley Headquarters in Foothill Ranch, CA in front of a live-to-tape studio audience September 22-24, 2009.

Look for Oakley’s world class action sport athletes including Olympic Gold Medalist Shaun White, Summer X Games Gold Medalist Ryan Sheckler, Current AMA Supercross Champion James Stewart, World Champion Wakeboarder Aaron Rathy and iconic surfer Bruce Irons to be featured in their own episodes for the signature week at the unique Oakley compound in Foothill Ranch, CA.

FUEL TV is excited to extend our successful partnership with Oakley,” says Scott Paridon, FUEL TV VP of Production and Development. “Last year, Oakley Week took ‘The Daily Habit’ to the mountains, and our audience embraced the authentic experience. This year’s weeklong series is at Oakley HQ, and is sure to be met with the same reviews. These shows will take FUEL TV to a whole new level and provide viewers with a fun and unique experience.”

Unique sub segments featuring Oakley athletes and signature events will showcase the Oakley culture. Segments will include the Love n’ Guts art show in Australia, Oakley artists Mambo and C100 features, world famous skate contest Bondi Bowl, Tracking Eero – the one year story of Finnish session Eero Ettala, the exciting two sport contest Surfercross 2009, the Oakley Pump Track with Brian Lopes and Mike Day, Sammy Carlson in the R&D Lab and the Oakley Global Challenge surf contest in Bali.

“We have had such great collaborative success with FUEL TV in the past that we thought we would take it to the next level this year,” said Oakley VP of Global Sports Marketing, Pat McIlvain. “By shooting the week-long series here at Oakley, we can showcase our brand’s culture, inspiration, athletes, events and connection to action sports. It will be great to have a live audience in our theater for the filming of ‘The Daily Habit’."

In another first for “The Daily Habit,” Wolfmother will be the house band for the entire week of Oakley Week. Each episode will finish with a song from the Oakley Sound Stage in LA with Oakley skateboarder Lynz-Adams Hawkins guest hosting.

Last year marked the first time FUEL TV’s “The Daily Habit” was filmed outside of Los Angeles, when the show was shot in downtown Breckenridge and Copper Mountain, Colorado, for the inaugural Oakley Week.

Oakley Week on “The Daily Habit” will air the week of October 5th, 2009.

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 FUEL TV
FUEL TV is the action sports lifestyle network for skateboarding, snowboarding, surfing, BMX, freestyle-motocross, and wakeboarding. A unit of Fox Cable Networks, FUEL TV was launched July 1, 2003 and is seen in 30-million U.S. homes. To subscribe to FUEL TV, call 877-4-FUEL-TV. For program times and other information, visit www.fuel.tv.

Author

Matt Murray

Date

September 16, 2009