Global Media Event at Grouse Mountain

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Attended by VIPs, journalists and key retail accounts, the fashion show and exhibition of Oakley innovation at Grouse Mountain on February 11th was hailed as a triumph for its entertainment, inspiration and enlightenment.

Attended by VIPs, journalists and key retail accounts, the fashion show and exhibition of Oakley innovation was hailed as a triumph for its entertainment, inspiration and enlightenment. The day’s festivities culminated with the debut of the Oakley 2010 Technical Outerwear Collection. More than a hundred global journalists and representatives from key Oakley accounts viewed the top styles from the company’s latest collection of performance technical outerwear, including previews from the Oakley Pro Rider Series and the Gretchen Bleiler Collection.

The day’s festivities culminated with the debut of the Oakley 2010 Technical Outerwear Collection. More than a hundred global journalists and representatives from key Oakley accounts viewed the top styles from the company’s latest collection of performance technical outerwear, including previews from the Oakley Pro Rider Series and the Gretchen Bleiler Collection. The show began with a warm welcome from the face of Oakley’s “Perform Beautifully” campaign, Canada’s own Ashleigh McIvor. After an introduction from the 2009 World Ski Championship gold medalist, renowned snowboarder and 2006 silver medalist Gretchen Bleiler entered the runway flanked by fashion models wearing the creations she co-designed with Oakley for her Signature Series Collection.

“It was an amazing event, and it was so rewarding to see the designs come to life on the runway,” said Gretchen Bleiler. “My favorite thing about this whole experience was the way Oakley made me part of the design process, letting me help shape the styles and attitudes of fashions that carry so much performance. I’m also proud we created designs that respect the environment with recycled textiles,” Gretchen concluded.

Snowboarding superstar Shaun White made a dazzling arrival on the Oakley snow¬cat. With Gretchen and other world-class Oakley athletes, Shaun participated in Q&A sessions with the press, hosted by Oakley Sports Marketing Manager Matty Swanson.

Shaun told the press about his experience with the company and its innovation: “New sponsors come and go; true relationships stick around. With Oakley, I feel like I’m part of the family. Oakley products have always given me a competitive edge, and these guys have always been there for me, right down to little things like being there to pass me a new lens when conditions change on the mountain. With Oakley goggles, my vision is so much better than anyone’s right now. To speak the total truth, I had a night-and-day change in my performance and riding once I joined the Oakley team,” Shaun concluded.

Also in attendance were US Snowboard Cross Athletes Nick Baumgartner and Faye Gulini. Olympic athletes at the event spoke of how they feel the confidence of a competitive advantage at this year’s games, thanks to the superiority of Oakley products. The company’s eyewear and goggles were highlighted in earlier events of the day, including a presentation on the company’s High Definition Optics (HDO) by Russ Ortiz, Oakley VP of Global Brand Communications.

A presentation of ten pedestals honored such designs as the Pro Frame Snow Goggle and Eye Shade eyewear, products that highlighted Oakley’s presence in the Olympics beginning with Calgary 1988. Senior VP of Marketing Scott Bowers spoke of how athletes relied on the company’s innovations in the greatest competitions of their lives. Oakley’s Andy McSorley previewed eyewear that will be seen on this year’s Olympic athletes as they vie for gold.

Additional pre-fashion-show events included video presentations, tours of the company’s Rolling O Lab for demonstrations of the superior optical clarity and protection of Oakley products, and a press conference with Canada’s Ashleigh McIvor, Chris Del Bosco, Jeff Batchelor, and Shannon Rempel.