DNA Evolution Tour in Pittsburgh

SKIING AND SNOWBOARDING IN JUNE? IN PITTSBURGH?
WILLI’S BRING DNA EVOLUTION TOUR TO TOWN

On Wednesday, June 18, 2008, evening commuters on Route 88 (Library Road) are likely to be hitting the brakes more than usual while passing Willi ’s Ski & Snowboard Shop in Castle Shannon, as they notice skiers and snowboarders descending from ramps, sliding onto rails, and performing some eye­catching maneuvers in the process. By mid­June, local skiers and snowboarders are already experiencing withdrawal from the snow­filled slopes of winter, so Willi’s Ski & Snowboard Shops will roll the DNA Evolution Tour into the parking lot of their South Hills store. This will be the sixth stop for the tour, which travels throughout the Western and Midwestern portions of the United States.

There may not be any snow this time of year, but the unique set­up of the DNA Evolution Tour doesn’t require the real thing. “In the morning, a big rig will transform itself into a system of three hills with rollers that skiers and snowboarders will use to approach rails that they slide on and use to do to tricks, before landing on an artificial surface” stated Bill Linkenheimer, general manager of Willi’s Ski & Snowboard Shops. Such rails are very popular at winter resorts throughout the country, usually as part of a terrain park that caters to the growing youth market for these snow sports.

“An opportunity for kids to use their skis and snowboards in such an urban setting in the middle of June is a unique one that doesn’t happen every day,” explained Greg Klein, owner of Willi’s Ski & Snowboard Shops. He is excited by this youth culture within skiing and snowboarding and pushed hard to get the DNA Evolution Tour to Pittsburgh, which is the easternmost of the 32 stops the tour will make. “These kids push the bar higher and higher, taking their skills to insane levels. This event should be fun for both spectators and competitors,” said Klein.

This event will be highly visual and will make for great photo and video opportunities. Hundreds of competitors are expected to attend and the atmosphere will surely have a lot of energy. Athletes will begin using the rails at 12:00 p.m. The competition begins at 3:00 pm, with the main event, beginning at 7:00 p.m. and running well into the evening. Prizes will be awarded in several categories, as participants earn points for their runs as they compete in a series of one­on­one competitions. The top point getters will qualify to compete in the DNA Evolution Tour Finals in Las Vegas in January 2009, held during a ski and snowboard industry trade show, where the ultimate prize will be a pro athlete contract. Athletes who accumulate the most points along the tour will receive free hotel and airfare for the trip to Las Vegas.

For information on the event visit WillisSkiAndBoard.com or DNAevolutionTour.com.

About Willi’s Ski & Snowboard Shops:
Founded in 1970, Willi’s Ski & Snowboard Shops is a family owned business based in Pittsburgh that caters exclusively to ski and snowboard enthusiasts. Willis operates six specialty retail stores in Western Pennsylvania and Northern Virginia Willi’s stores are located in suburban Pittsburgh, Seven Springs Mountain Resort, and Fairfax, Virginia.

About DNA
The DNA winter clothing label is a part of Descente, a celebrated apparel company known for its high­end ski apparel. DNA was formed in 2001 to outfit the youth ski and snowboard communities. Armed with 75 years of technical knowledge, product research, and a team of professional riders, DNA is old­school quality with new­school style and execution. To learn more about the DNA visit RideDNA.com.