Toyota Brings the Carnival to Town with the 2006 Dew Action Sports Tour

For 2006 Toyota returns as a key sponsor of the Dew Action Sports Tour and brings with it a new way of thinking about cars and trucks. For the second consecutive year at the Dew Tour, Toyota will offer fans a cornucopia of activities in the Toyota Zone as well as the opportunity to get up close and personal with Bob Burnquist (skate vert) and Nate Adams (freestyle motocross) — two of the hottest athletes in their respective sports.

Toyota’s involvement with the Dew Action Sports Tour includes unique, experiential displays within the Toyota Zone at each of the five tour stops. In addition, Toyota will be awarding a Tacoma to the most improved athlete from all five disciplines from 2005 to 2006 based on point totals for each year. The athlete with the greatest jump in points from 2005 to 2006 will take home the Toyota Tacoma.

“We are excited to be part of the Dew Tour again because it gives us the opportunity to interact with this extremely passionate audience, says Jim Farley, Toyota Motor Sales, U.S.A., vice president Toyota marketing. “Many people in this demographic are as in to their automobile as they are their sports. It makes sense for us to be at a place where these customers come together.

Toyota has developed a number of experiential components for the tour including the FJ Cruiser “Terrain ‘O Saurus”, Yaris “Fortune Teller”, Shepard Fairey Poster Workshop and back by popular demand, the Tacoma “Mudslinger”.

The “Terrain ‘O Saurus” gives fans the opportunity to cool off from the summer heat, hop into a new FJ Cruiser and cruise down the slopes with some of the world’s top snowboarders. This ride places an FJ Cruiser on hydraulic lifts in front of a giant video screen giving the “riders” a full-motion control simulated feeling of being on the mountain. The “Fortune Teller” gives people the opportunity to hop in the new Yaris and ask the car a question. After picking a Tarot card Yaris will tell them their fortune. Want a Shepard Fairey poster? Grab a punch card and as you experience the Toyota Zone attractions your card is filled with punches. Once filled, exchange your card for a free, Shepard Fairey designed poster of Bob Burnquist or Nate Adams, silk screened right in front of your very eyes.

Making its encore appearance is the “Mudslinger” which gives attendees the opportunity to give the Tacoma some gas and fling mud from the back wheels towards friends and family who have only their faces peeking through a protective plastic barrier.

Toyota has included additional fun located around the festival village. The Corolla “Foto Freak Out” is a classic photo booth experience with a unique twist. Step into a customized Toyota Corolla specially outfitted with a camera, pose for 3 shots, and then visit Toyotacross.com to customize your photos. Also outside the Toyota zone is Bob Burnquist’s very own Prius. Toyota has teamed up with Burnquist to provide Dew Tour fans a totally unique experience. While exploring Bob’s new Prius people can learn about Bob and some of the things he’s up to when not skating. Fans can call (888) 436-5323 and hear the story in Bob’s own words.

In addition to being sponsored by Toyota and having a specially designed Prius, Bob Burnquist and Nate Adams will be signing autographs at the Toyota Zone at each stop of the tour.

For those unable to attend the Dew Action Sports Tour in person be sure to check it out on NBC, the USA Network, Universal HD and FUEL TV. For more information on air dates please visit www.dewactionsportstour.com .

Dew Action Sports Tour Fact Sheet

What:
The Dew Action Sports Tour is the first-ever, season-long professional multi-sport tour in action sports, featuring the top professional action sports athletes competing in skateboarding (vert and park), BMX (vert, park, and dirt), and freestyle motocross (FMX). In addition to these three primary sports, each Tour stop will feature a unique “specialty comp.”

At season’s end, based on a cumulative points system, the Tour will award the Dew Cup to champions in the six combined disciplines of skateboarding, BMX, and freestyle motocross. See the table at the left of the page for last year’s champions.

The Dew Action Sports Tour boasts the biggest competitive purse in action sports, plus a $1 Million Bonus Pool based upon year-end standings. The Dew Action Sports Tour will consist of multi-sport events and entertainment festivals covering more than one million square feet in both indoor and outdoor venues. Key lifestyle elements at each Tour event will include live cutting-edge music, video gaming and interactive events.

What Else:
For 2006 Toyota returns as a key sponsor of the Dew Action Sports Tour and brings with it a new way of thinking about cars and trucks. For the second consecutive year at the Dew Tour, Toyota will offer fans a cornucopia of activities in the Toyota Zone as well as the opportunity to get up close and personal with Bob Burnquist (skate vert) and Nate Adams (freestyle motocross) — two of the hottest athletes in their respective sports.

For 2006, Toyota has developed the Toyota Moving Forward Award, which will be presented to the most improved pro athlete from 2005 to 2006. The athlete with the greatest jump in overall points from 2005 to 2006, across all six disciplines wins. Athletes that compete in multiple sports will be judged based on each discipline point total and not point combination.

Best of all, the winner of the Toyota Moving Forward Award will be presented with an all-new Toyota FJ Cruiser. This rig is the latest in off-road vehicles from Toyota, engineered to get through anything Mother Nature has to offer, and it keeps coming back for more. To see the latest on this heated battle visit:

http://www.dewactionsportstour.com/modules.php?name=Content&pa=showpage&pid=110

Where:
Panasonic Open; Kentucky Expo Center; Louisville, KY; June 22 — 25, 2006
Right Guard Open; Pepsi Center; Denver, CO; July 13 — 16, 2006
Vans Invitational; Rose Quarter; Portland, OR August 17 — 20, 2006
Toyota Challenge; HP Pavilion; San Jose, CA; September 7 — 10, 2006
PlayStation Pro; D Waterhouse Centre; Orlando, FL; October 12 — 15, 2006