Celebrating the Fourth with Emerald City Surf Shop


This Fourth of July weekend the Rolling O Lab was on site at Emerald City Surf Shop on Coronado Island in beautiful San Diego, CA. This was an especially important stop for the Oakley not only because it was a major holiday weekend, but also because of the chance to showcase our new Blade Boardshort and Infinite Hero collection launches. The O Lab was stoked to be involved with such a cool shop and the timing of the event was perfect. The weather was ideal SoCal sun which brought people out in droves, but they were surprised to find a 50 foot truck and trailer parked on Orange Ave right in front of the shop! Curiosity eventually got the best of the vacationers and they were compelled to find out the science behind Oakley eyewear.

The staff at Emerald City did an amazing job working with customers to asses their needs and supply the best eyewear for them. The shop has been a staple on Coronado for over 20 years and has continued to be an outstanding retail partner for Oakley during this time. The selection of Oakley product on hand was astonishing, from eyewear to shirts to sandals and even backpacks they had it all! But the big headliner was the arrival of the newest in Oakley boardshort technology, The Blade. The Blade boardshort features super comfortable stretch material with a removable compression short designed to curtail muscle fatigue and atrophy, allowing the surfer to last longer in the water and shred harder in their heats. Being a performance based company it is only natural that we take this next step in surf technology and thankfully SUP Coronado was nice enough to take us out paddling for a little product field testing session and the Blade was a hit!

As you may or may not know Coronado Island is home to multiple naval bases as well as the training site for one of the most elite military units, the Navy SEALS so it was amazing to be able to communicate with the armed forces and their families about the Infinite Hero program. With this new sunglass collection a charity is born, unfortunately out of the necessity to honor those soldiers who have fallen in action by continuing to support their families back home. This hit hard for many of our military on Independence weekend and we on the O Lab were proud to be there if only to shake their hands and offer our thanks for the sacrifices they make everyday.

Oakley and the Rolling O lab would also like to thank Marco for opening up his shop to us for the weekend, I’m sure we’ve done irreversible damage… Also Wade, CJ and all the associates at Emerald City who crushed it on the floor and made us feel like part of the crew. Also none of this was possible without the brainstorming of local SoCal Sales Rep Andrew Pade, so a huge thank you goes out to him and all the planning leading up to the event. The O Lab was stoked to be a part of this event and cant wait to go big again next year!