Sports Authority to Launch National Youth Sports Invention Challenge October 1, 2010
Contest seeks to discover new sports games and products. Customized competition education materials make participation fun and easy.

Englewood, CO., July 27, 2010–Sports Authority today announced the “Sports Authority Move It Challenge,” a new invention competition designed to uncover exciting youth-created sporting and backyard games and products. The competition will go live on October 1, 2010. Sports Authority selected By Kids For Kids Co., to develop the challenge and to create and distribute free customized educational materials for teachers and their students.

The “Sports Authority Move It Challenge” will offer exciting prizing for kids and educators. The grand prize winner will receive $10,000, with four finalists each receiving $1,000 and their nominated teacher will receive a $500 Sports Authority gift card. Teachers and students can learn more about the challenge and submit entries by going to www.moveitchallenge.com. Entries will be accepted online or by mail beginning October 1, 2010, through January 3, 2011. Complete rules are available online. There is no fee to enter the competition and no limit to the number of entries a student can make.

“Kids are innately energetic and thrive within a framework of physical activity. We are deeply committed to promoting healthy and active youth, and our hope for this challenge is that it will help kick-start young inventors’ and athletes’ innovative spirits, and give our youth a chance to dream up new and fun ways to get outdoors, get moving and be active,” said David Campisi, CEO of Sports Authority.

“By Kids For Kids Co., is delighted to be able to bring our expertise in invention curriculum and competitions to Sports Authority. We know kids abound with great ideas and we are thrilled to ignite their creative sparks with this timely and fitting theme,” said Norm Goldstein, BKFK founder and chief executive officer.

By Kids For Kids first pioneered their “Inventive Thinking Toolkit” in September of 2005. These materials were designed to encourage innovation in America’s youth by teaching them 21st Century problem-solving skills. The materials were distributed free-of-charge throughout America’s schools, with extra emphasis on underserved areas. Since then, BKFK’s award-winning educational invention programs have been the basis for many corporate programs in schools to inspire participation and develop critical 21st Century thinking skills. BKFK is working with Sports Authority to distribute fun and engaging activities for educators to use in the classroom that inspire kids to create new games, sports training devices and fitness tracking devices, while learning the benefits of staying healthy and fit. All of the activities will be distributed for free to educators around the country.

About The Sports Authority, Inc.
Headquartered in Englewood, CO, Sports Authority is one of the nation's largest full-line sporting goods retailers, offering a comprehensive and high-quality assortment of brand-name sporting apparel and equipment at competitive prices. Sports Authority is staffed with experts in all areas of sports and fitness related topics, and strives to be the ultimate "authority," both on and off the field. Whether in the game or cheering from the sidelines, Sports Authority is the leading destination for consumers to fulfill their own sports equipment needs, as well as find their favorite team's apparel. Sports Authority operates 462 stores in 45 states, and employs more than 15,000 people nationwide. It also operates stores in Japan under a licensing agreement with AEON Co., Ltd. The company's e-commerce website is www.sportsauthority.com, and is operated by GSI Commerce, Inc. under license and e-commerce agreements.

About By Kids For Kids Co.
By Kids for Kids® (BKFK®) is a platform that empowers youth invention, innovation and entrepreneurship. BKFK promotes youth social innovation and partners with leading corporations to inspire product development, crucial technology skills, invention, and innovation in young people from 8 to 22. BKFK provides a unique platform for young people to develop, showcase, and commercialize their products, inventions and entrepreneurship. BKFK's “cycle of innovation” develops critical 21st Century skills in our nation's youth. The company provides educational resources- curriculum and challenges that promote social change, product development and entrepreneurial endeavors. Learn more: www.bkfk.com.

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Media Contact:
BKFK
John Forrester
(323) 702-3684
media@bkfk.com