Pacific Sunwear of California Inc. becomes the first national retailer to launch the new Hurley footwear line. The shoes are available in PacSun stores and online.

The first Hurley shoe model available will be the “Choice,” available in both guys and girls styles. The “Choice” is a classic canvas sneaker that features pillar cushion sole technology that maximizes cushioning and provides all day comfort. A see-thru tech window on the bottom of the shoe reveals this exclusive pillar cushioning. Additional Hurley shoe styles and sandals will be available at PacSun stores and online in the weeks ahead.

To promote the launch of the new shoes, PacSun has teamed with Hurley and Dreamworks Records to create an in-store and online sweepstakes that offers one winner and a guest the chance to win a three-day trip to go tubin on The American River with members of the band, The All-American Rejects. Prizing includes the opportunity to see the band in concert, a Hurley shoes, apparel and accessories gift pack valued at $700, along with The All-American Rejects CDs and merchandise.

The sweepstakes runs through March 1st in all PacSun stores and continues through the month of March on the PacSun Web site. Signage in all stores instructs consumers to enter the contest online at

In addition to the two weeks of exposure in PacSun stores and six weeks of promotion at, The Hurley and The All-American Rejects Sweepstakes will be promoted online by Hurley, Dreamworks Records and through PacSun’s 3,000-plus affiliate Web sites.

Concurrent with The Hurley and The All-American Rejects Sweepstakes, is featuring a free gift promotion. Shoppers who make a Hurley shoe purchase online will receive a free pair of Hurley socks while supplies last.

“Hurley has been a strong performing brand for PacSun and we are looking forward to seeing a positive reaction to their new footwear line,” said Tim Harmon, president and chief merchandising officer for PacSun. “This promotion is a good opportunity to provide added value for our customers,” he added.

Dyana Kass, director of marketing at DreamWorks Records noted, “It was actually the band who thought that going tubin would be a unique and memorable experience for a contest winner, as opposed to just getting to see a show — plus they figured it will be a lot of fun. All of us were in agreement.” The All-American Rejects new self-titled album is in stores now and features the hit single, “Swing, Swing.”