Second Annual Oakley Women’s “Perform Beautifully” Experience
Over 90 hand-selected women including media, accounts and athletes joined Oakley in Napa for its second annual installment of the “Perform Beautifully” Women’s experience. The weekend offered attendees the chance to experientially engage with the brand’s Spring 2012 eyewear and Spring 2011 and 2012 training apparel through product presentations and activities including a 5K run, bike tour, hike and morning outdoor sculpting/toning workout.
Event attendees included media outlets W, Women’s Health, Shape, InStyle, SELF, MSN Fitbie, AGlamSlam.com, Women’s Fitness (UK), Chatelaine Canada, Runner’s World, ESPN, Clin D’Oeil Canada, Better TV, Loulou Canada and Oprah.com. Retailers included Sunglass Hut, Macy’s, Lenscrafters, Moosejaw, SKYZ Boutique, Emerald City, Altrec.com, Porters, Downey Eyecare and Family Eyecare and OConik. Also in attendance were Oakley Women’s ten new “Perform Beautifully” Ambassadors. These women were selected after entering a contest in which they were asked to describe how they “perform beautifully” and engage in an active lifestyle, fitting of an Oakley woman. In addition to being named Oakley ambassador for one year and joining us in Napa, they will partner with Oakley to bring regional awareness to the Women’s brand throughout various activities in the coming months.
The weekend kicked off with a fashion show serving as the worldwide debut of the highly anticipated Spring 2012 Training and Lifestyle apparel collection. Post show, attendees had the opportunity to view the apparel up close as well as check out firsthand our entire Holiday eyewear collection including both sunglasses and opthalmic frames.
In addition to product presentations the ladies were outfitted in current Spring 2011 training apparel and the never before seen Drizzle Active Sunglass. They performed in it all weekend—running a 5K through Trefethen Vineyard; biking from Black Stallion to Stag’s Leap and ending at Paraduxx; sweating it out during a sculpting/toning class and finally hiking through Bothe State National Park.
Present throughout the weekend were Oakley athletes, who participated in all activities alongside the event’s participants. Athletes in attendance included: Gretchen Bleiler, Jenny Fletcher, Karena Dawn and Katrina Hodgson. This gave guests a chance to interact organically, offering a unique, otherwise attainable experience. They were able to hike alongside Jenny, informally chat with Gretchen during a stop along the bike ride, and more.
Oakley education was a mainstay of the weekend and was strongly enforced by the presence of the Rolling O Lab. The Rolling O Lab crew demonstrated Oakley’s HDO optics technologies, and further, addressed the topic from a woman’s perspective. Many event attendees were shocked to learn of the difference in quality and materials amongst different eyewear makers – especially those creating Active eyewear for women.
The weekend was all about providing attendees insight into the Oakley woman and who she is – the woman who engages in an active lifestyle, and who appreciates products that offer performance features blended with style. Fashion meets function. Through a mix of product education and firsthand experience during relevant activities, exposure to Oakley culture and time spent with athletes, the event proved to be a strong platform for guests to form an emotional connection with and deeper understanding of the Women’s brand. Every guest left with a clear understanding of the lifestyle associated with the Oakley woman, and what it truly means to perform beautifully.
Special thanks to the companies that supported this event, including: Asics, Trek, Toyota, Trefethen Vineyard, Fiji Water, KIND bars and DFV Wines (Black Stallion).