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SWAY Energy and Berrics Partnership to Launch Inclusive Community-Focused Competition

September 28, 2021

SWAY Energy and Berrics Partnership to Launch Inclusive Community-Focused Competition

Los Angeles, CA (September 28th, 2021) - SWAY Energy Drink and The Berrics have expanded their partnership to launch a one-of-a-kind community-focused skate-boarding event where skateboarders of all backgrounds can present their professional skills while promoting the community, inclusivity, and teamwork.

The event, titled “Party Lines”, will feature some of the biggest stars in skateboard in-dustry, where up to five selected teams will land their best tricks in The Berrics 35,000-square-foot facility, in an effort to be crowned the first ever Party Lines Champions. To do this, the teams must work together in what is known as a “Party Line” to present the best and most technical moves back-to-back. Each team will be judged on creativity and style in pursuit of a cash prize.

“As a former professional skateboarder, I am honored to be part of a partnership that is able to also highlight women in male dominated sports and advance their position in the profession,” said Donovan Dresti, VP of Marketing for Elegance Brands “We want to empower women to ambitiously follow their passions and find excellence in any ath-letic pursuit.”

Skateboarding continues to grow in popularity for both men and women alike and has since landed a primetime spot in the 2021 Olympics. As a beverage that provides the athletic community with an energy outlet, it also supports the opportunity to express creativity, individuality, sportsmanship, and inclusion.
“We are honored to support the skateboarding community and provide them with the fuel they need to excel to new levels of athleticism,” said Elegance Brands CEO Raj Beri.

“The idea to create event focused on individuality & community was a breath of fresh air in our industry. In a contest environment that has been solely focused on a score-board with immense amounts of pressure, creating a kind of contest where athletes could showcase the heart of the sport was really exciting,” said The Berrics Head of Brand Partnerships Benjamin Edwards.
“The idea that this is not a specific “men’s” or “women’s” contest speaks volumes and is a great representation of skateboarding at its core.”

The Berrics has long been a place for some of the most progressive skateboarding in the world. Most recently, the 35,000-square-foot training facility has been home to Olympic athletes and world-class professionals looking to perfect their skill.

About Elegance Brands, Inc. Elegance Brands, Inc. is a global beverage company that develops, markets, and distributes products with a focus on innovation. In addition to its flagship brand, Gorilla Hemp CBD Energy Drink, Elegance Brands offers a range of functional beverages, plus super-premium spirits, and alcohol brands, including El-egance Vodka and VOCO canned cocktail.
About the Berrics: The Berrics was formed in 2007, at a time when online skateboard media was a blank slate ripe for experimentation, by professional skateboarders Steve Berra & Eric Koston. The launch of was a perfect example of supply and demand intersecting with burgeoning technological advancements. Today, The Berrics (a portmanteau of "Berra" and "Eric") is established as the leading media man-ufacturer for skateboarding and all associated action sports. Attracting millions of viewers worldwide and integrating a far-reaching network of channels across multiple platforms.

Media Contact:
Donovan Dresti – VP, Marketing