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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 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: Allisports.com/commercial

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 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 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, 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.