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 Riverwalk 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 October 30th to the December 13th.

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

Fuel TV / Oakley REVTour Dates:

Burlington, VT: October 30th (VIP, Media & Industry Only)
Portland, OR: November 11th (VIP, Media & Industry Only)
Seattle, WA: November 16th (VIP, Media & Industry Only)
Salt Lake City, UT: December 1st (VIP, Media & Industry Only)
Denver, CO: December 6th (VIP, Media & Industry Only)
Copper Mountain, CO: December 8th & 9th (Open To The Public & VIP)
Breckenridge, CO: December 8th – 13th (Open To The Public & VIP)

Media Contacts:

Matthew Murray
[email protected]

John Stouffer
[email protected]

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