Oakley and Fuel TV

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OAKLEY AND FUEL TV TAKE THE DAILY HABIT TO THE SNOW

November 11. 2008 – Last year Oakley debuted the REVTour, a pre-season, on-snow demo designed to communicate the message of Oakley’s High Definition Optics® (HDO) to the masses. Oakley reps invited top accounts as well as local consumers to interact one-on-one with the brand through on-hill shred days with Oakley athletes, custom goggle bars, educational Oakley HDO technology tours through the Rolling O Lab, parties, music acts, movie premiers and more.

This year the tour aims to kick-off the snow season by reaching more locations, utilize even more top athletes and will be featured in a weeklong series on FUEL TV. Oakley is excited to partner with FUEL TV to showcase the tour on the network’s daily interview and variety show “The Daily Habit.”

The REVTour is centered around communicating the message of Oakley’s HDO to the masses, and it does so by utilizing the Rolling O Lab fleet of trucks. The Rolling O Lab is Oakley’s research and development laboratory on wheels that focuses on educating consumers and accounts alike about the innovation and protection from the winter elements offered in Oakley’s goggles, including but not limited to, impact protection, UV protection and clear vision provided through the best optics available. Oakley developed HDO technology to meet the demands of the world’s greatest athletes – these same technologies are built into each piece offered to the consumer.

“This is a great opportunity to bring image and technology together and take our two brands on the road with some of the best snow athletes in the world,” said Pat McIlvain, Oakley VP of Global Sports Marketing. “Oakley’s week with the ‘The Daily Habit’ will make for some great television, highlighting our world class snowboard and ski teams personality, style and progression.”

For the first time ever, “The Daily Habit” will be filmed outside of Los Angeles, on location for one special week in downtown Breckenridge, Colorado in front of an authentic mountain community. Look for Oakley’s world class athletes including Olympic silver medalist Gretchen Bleiler, two-time Olympic silver medalist Danny Kass, seven time X Games gold medalist Tanner Hall and many more to be featured in one-on-one interviews on Breckenridge’s Blue River Plaza, as well as on-hill shred sessions at Breckenridge Resort and Copper Mountain. These shows will be shot the week of the U.S. Snowboard Grand Prix, December 8 – 13, 2008 with an on-set audience.

“FUEL TV is really excited about our upcoming partnership with Oakley,” says Scott Paridon, FUEL TV VP of Production and Development. “We look forward to featuring its world class athletes on ‘The Daily Habit’ in a completely new location. These shows will take FUEL TV to a whole new level and provide viewers with a fun and unique experience.”

In addition, “The Daily Habit” shows will follow the Oakley REVTour to six other ski towns, and feature the highlights of these visits on the show. Filming for these segments will take place from November 11th to the December 13th.

Most recently FUEL TV began filming for the Oakley weeklong series on The Daily Habit by covering the super elegant, invite only world premiere of Oakley’s all women’s video Uniquely. White linens, holiday silver, a red carpet and Ming and Ping Show were the setting for an ultra-feminine night for the premiere that took place at Oakley headquarters.

The entire cast of “Uniquely” – including snowboarders Gretchen Bleiler, Marie-France Roy, Elena Hight, Anne-Flore Marxer, Chanelle Sladics and Anne-Flore Marxer; skateboarders Lauren Perkins and Lyn-z Adams Hawkins; surfers Karina Petroni, Leilani Gryde, Kira Shepard, Sage Erickson and Claudia Goncalves; skiers Kristi Leskinen, Grete Eliassen and Angeli VanLaanen and wakeboarder Amber Wing – arrived by bus from Encinitas, where they are spending the weekend surfing and bonding in a beachside mansion. Look for some very exclusive footage from this amazing night at Oakley with the ladies in January (see on-air dates below).

The airdates of Oakley week on “The Daily Habit” will be January 12 – 16, 2009, the week before Winter X Games 13.

Media Contacts:

Matthew MurrayJohn Stouffer
OakleyFUEL TV
949.900.7278310.444.8564
mmurray@oakley.comjstouffer@fuel.tv