Dustin CuizonThe Oakley Surf Shop Challenge is heading back to Town this Friday, July 9, as the event makes its fifth stop at Ala Moana Bowls on the South Shore of Oahu. Featuring many of the islands' premier surf shops--teams from right in Honolulu to those flying in from the outer islands-- the Shop Challenge offers up a unique platform for teams to clash with their retail competitors in hopes of bringing the Hawaii Regional trophy back to display behind their own counter.

With a roster packed full of decorated surfers and a swell on the way, Bowls will undoubtedly be the scene of intense competition, as eager teams battle it out in the water to win that elusive trip to California and the chance to compete for the National Title.

Three-time and reigning Regional Champs, Town and Country (consisting of Travis Hashimoto, Dustin Cuizon, and Geoff Wong and Alessa Cuizon) will be back in full force looking for a record fourth regional trophy, while former National Title holders, Pacific Vibrations (made up of a brand-new all female lineup: Kilihea Inaba, Missy Valdez, Lokelani McMichael, and Gia Fontany) look to bring the title back to the Big Island for the first time since T&C began their reign.

2009 Hawaii Winners: Gareth Sugihara, Travis
Hashimoto, Dustin Cuizon, Geoff Wong

For the past three years, Town and Country has put on a Herculean performance, steamrolling their way to a win in the Hawaiian regional event, only to return from the National Championships in California empty handed. After their series of disappointing losses, they are hoping to make it back to Huntington and another shot at the National Championship.

Following last year's regional win, Town and Country announced that his team had no real strategy. "We just do what we always do. Just surf," they said, "Not too much of a strategy at all." That has obviously been working regionally, but seeing their struggles on the National stage, the T&C team might look to plan more this year.

Pacific Vibrations has made the Hawaiian regional finals every year since their title win in 2005, but have been seemingly unable to muster up the strategy needed to take down always solid Town & Country. A refreshed, all-female roster with great talent may give them the momentum they need to get back in the National saddle, but only the waves will tell. One thing is for certain, if the T&C surfers slip up, Pac Vibes will be right there to jump on the opportunity.


Hawaii Teams Scheduled to Compete:
Blue Hawaii
HIC
North Shore Boardriders
Pacific Vibrations
Pipe Dreams
Surf N Sea
Town and Country
North Shore Surf Shop
Hi-Tech Maui
Local Motion
Hawaii Surf N Sail

The Hawaii Regional Champ will head to Huntington Beach, California, on September 9, where they will face Heritage, Hansens, Jack's, Sweetwater, and the two yet-to-be-determined Southeast and Northwest Regional Champions in what will surely be an epic battle for the National Title.

Regional winners this year will not only earn an expense-paid trip to the national championship for the opportunity to win the $10,000 grand prize, but each will also receive a full page shop profile in SURFER Magazine, a supply of Muscle Milk, a set of 59 custom New Era hats designed by the winning shops and product from all sponsors.

For photos, video footage, results and more check out SurfShopChallenge.com.