COMMITMENTS AND CONTINGENCIES (Details) In Millions, unless otherwise specified	6 Months Ended		1 Months Ended
	Jun. 30, 2011 USD ($)	Nov. 11, 2010 Certain class action, Christopher Chavez	May 31, 2009 Putative class action, Avraham Wellman CAD
COMMITMENTS AND CONTINGENCIES
Purchase commitments	$ 18.1
Period over which obligation of purchase commitments will be paid (in months)	12 months
Contractual obligations related primarily to sponsorships and other marketing activities	52.5
Period over which contractual obligations will be paid (in years)	five years
Operating lease commitments related primarily to warehouse and office space	19.7
Period over which vast majority of operating lease commitments will be paid (in years)	five years
Litigation
Number of dispositive motions filed		2
Amount of plaintiff claims for general damages			20
Amount of plaintiff claims for punitive damages			5