Oakley Opens Blast Doors to the Future with "Disruptive by Design"


Oakley, Inc. today announced details of the company’s Disruptive by Design brand platform and signaled its intent for the future, unveiling three key innovation pillars.

“This is a pivotal moment in the history of our brand,” said Colin Baden, Oakley CEO. “We will open our blast doors for the first time, celebrate our legacy and culture of disruption, and set out our blueprint for future innovation.”

A principle that has been ingrained in the foundation of the brand since 1975, Disruptive by Design will become the brand voice for Oakley’s next chapter of industry revolution – #disruptivebydesign.

“Disruptive by Design is laying the foundation for the future,” continued Baden. “Our total number of design and utility patents issued and applications pending is close to 1000, and 200 of those were amassed over the last two years. We now have our sights set on three key innovation pillars: Enhanced Vision, Digital Eyewear and Customization. This is the beginning of a new era of brave design and disruptive technologies from Oakley.”

The brand platform was unveiled to global media in context of the company’s rich heritage in game-changing product design and development. Voiced by two-time Academy Award winner Kevin Spacey, the Oakley story of disruption was told for the first time at RED Studios in Hollywood, a beacon of disruption in cinematography established by Oakley founder Jim Jannard.

Following the unveiling, global media joined Oakley designers and engineers, as well as athlete legends that used the company’s inventions to redefine the face of sport – from Greg LeMond to Shaun White, Andy Hampsten to Bubba Watson – for an exclusive insight into the future of Oakley design and R&D.

The core brand ideal and spirit of being Disruptive by Design will be expressed externally through a global integrated marketing campaign spanning all consumer touchpoints.

“We will proudly define our place in the wider community of disruptors and explore new ways of expressing our brand philosophy and engaging with global consumers through immersive content, live experiences and brand partnerships,” said Tom Cartmale, Global Brand Communications Director. “By doing this we hope to inspire the next generation of consumers and creators.”

Global advertising begins in March 2014 featuring Oakley founder Jim Jannard, the spectacular Oakley headquarters “One Icon,” and previously unseen and unreleased blueprints and design drawings of the company’s early inventions. The campaign will appear in all key international markets: North America, Europe, Japan, China, South Africa, Brazil and Australia.

Supporting the campaign is a global brand alliance between Oakley and WIRED, the leading technology and future trend media brand. Co-created and sponsored multi-media content will explore the theme of disruption in design, technology, manufacturing and business, and brand advertising will appear in international print editions and across WIRED.com.


Oakley Inc


February 25, 2014