 The show follows eight young amateur skateboarders as they vie for a grand prize that includes a profile in "SBC Skateboard" magazine and a chance to compete in the Maloof Money Cup, a professional skateboarding competition.Along with the placement of the chain's name in the show's title, West 49 is featured in product and logo shots throughout the series.Two retailers, U.S.-based Zumiez and Australian-based Billabong, engaged in a bidding war to take over the company.