Oakley

Category

Athletic + Apparel

Services

Brand Purpose + Positioning

Brand Narrative + Messaging

Graphic Identity

Advertising + Film

Digital + Social Content

Influencer Activation

Production

Retail + Event Design

Experiential Branding

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Activating a global conversation with a new generation of loyalists

We uncovered an idea that was at the heart of the Oakley culture of innovations and design, and an aspirational trait within every competitive athlete—obsession with the sport they love. By embracing this core truth, we shifted Oakley from being a rebellious brand pushing against culture, to a purpose-driven brand celebrating culture. With Oakley’s first ever global campaign effort, we challenged and inspired athletes the world over to dive deep into their One Obsession.

The campaign launched with Oakley’s 500 athletes globally to spark a conversation and build momentum for the paid media efforts. Athlete films, social content, and digital activations were extended into Oakley stores, point of sale, and pop-ups in Sydney, London, and NYC.

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