Alli Sports, the the NBC- and MTV-owned company behind the Dew Tour, has acquired Standardboardshop.com, the skate e-tailer. It also plans to launch a new e-commerce site called the Alli Shop.



Allisports.com is online source of action
sports content and news, and the digital hub for the Dew Tour, Winter Dew Tour,
Lucas Oil AMA Pro Motocross Championship, Gatorade Free Flow Tour and King of
Wake Series. Standard Boardshop, which was originally a skateboard product focused
retailer, has now evolved and expanded into the Alli Shop which will feature
apparel from the leading youth-facing brands in skateboarding, snowboarding,
BMX, and motocross.

“The acquisition of Standard Boardshop, and subsequent
launch of the Alli Shop, is an exciting and important move for Alli and central
to our growth strategy,” said Wade Martin, President and CEO of Alli.
“The action sports consumer products industry is a significant market, and
is directly influenced by the athletes, events, lifestyle and content that have
been the cornerstone of our business.”

“We have built an unparalleled platform and audience
through our events, media and marketing power,” he adds.  “As we move forward, we will utilize
that platform to participate in more transactional revenue streams with Alli
Shop as the foundation of those efforts.”

Alli Shop and the newly revamped www.Allisports.com will
also be the beneficiary of a fully integrated marketing program around all Alli
events and television programming on NBC, MTV2, USA and Universal HD.  To view the 2010 Alli Sports 30-second spot,
past the link below into your browser.

With the acquisition of Standard Boardshop, founder Pete
McAfee and his employees will join Alli and run the day-to-day operations for
Alli Shop.

“Myself and the rest of the Standard Boardshop team
couldn’t be more excited to join the Alli family,” said McAfee, General
Manager of Consumer Products for Alli. “Alli Shop will allow consumers the
opportunity to shop online for the latest in apparel and products from many of
the top brands while at the same time consuming in-depth editorial
content.”

Alli Shop will feature the top brands in action sports.  New products from brands like Lakai, Emerica,
DC, Etnies, Nike 6.0, Volcom, Altamont, RVCA, Burton, ThrityTwo, Fox, Metal
Mulisha, Plan B and Zero will be the backbone of the e-commerce platform.  In addition to online shopping at
shop.Allisports.com, the Alli Shop will include an on-site version at various
Alli events including the Dew Tour events this summer.  Fans attending these events will get a
one-of-a-kind retail experience with their favorite action sport brands.

 “The launch of Alli Shop helps connect our fans to
authentic action sports brands with a state of the art shopping
experience,” said Chris Miller, Chief Creative Director for Alli. “As
our business continues to evolve, the Alli brand will become synonymous with
everything action sports.”

Alli Sports has also completely revamped the look, feel and
navigation of www.Allisports.com <http://www.Allisports.com> , creating a
distinct Alli site focused on premium editorial content while integrating the
Alli network of unique, exclusive tour and event sub-sites – the Dew Tour,
Winter Dew Tour, Lucas Oil AMA Pro Motocross Championship, Gatorade Free Flow
Tour and King of Wake Series. The e-commerce platform will be integrated in all
aspects of the site including video content, editorial and athlete pages.  A large-scale, state-of-the-art video player
from Ooyala has also been added to the site for live streaming and digital
content. The industries top technology firms, OmniTI and Hard Candy Shell,
aided in the site development and information architecture.

“The new and improved www.Allisports.com is positioned
for optimum growth in 2010 and in years to come,” said Doug Kirk, Vice
President of Digital Media for Alli. “The consumer experience and site
interaction will be enhanced with greater media technologies. We worked closely
with OmniTI and Hard Candy Shell to build the best site within the action
sports space.”

 Led by industry veterans Chris Miller, Roger Harrell and
Chris Ortiz, www.Allisports.com now has a fully dedicated editorial staff based
out of the recently opened Carlsbad, Calif. office. The Alli Shop will also run
out of the California Alli Sports office.