Hell-O London! Oakley Kicks-Off the Summer Games with a Beyond Reason Event at the London Safehouse


Hordes of passerbys walking along the River Thames, approaching London’s majestic Tower Bridge during the Games, can’t help but notice a stunning, crystal-like sculpture on the walkway.

With alternating, glowing colors illuminating the object – reminiscent of a water drop forming (but not yet dropped) – it’s only apparent after a closer look that the piece of art is, in fact, built completely of clear Frogskin sunglasses. At that moment it is undeniable that the brand’s contagious passion for innovation and excellence has invaded the UK’s grand capital.

Serving as a welcome to Oakley’s stunning Safehouse, housed in the London Design Museum, the sculpture is a clear symbol of the brand’s unique design and culture.

The night before the Games officially got underway, Oakley invited select media in for a coveted first hand experience of just that.

Beginning at dusk, a handful of elite athletes from the Oakley family joined a large gathering of global media personalities, O executives/staff and special guests for a celebration of the brand’s dedication to performance beyond reason.

Music, food and great company welcomed guests as presenters prepared to address the crowd for an official kick-off.

With eloquent words of inspiration – derived from the thoughts and ideals of Oakley’s founders and rich tradition in sport – Oakley’s Multisport Manager, Greg Welch, (Ironman World Champion and Australian Sports Hall of Fame Inductee) opened up the festivities. Oakley’s Global Brand Marketing Director, Mike Crowell, followed up with some words of his own – sending visitors into the Design Museum for the a advance preview of a new Beyond Reason brand manifesto – a vibrant display of science, art and film as only Oakley could produce.

Guest were also privy to a first look at the Designed to Win exhibit celebrating the ways in which design and sport are combined, pushing the limits of human endeavor to achieve records and victories of increasing significance and wonder.

As if that wasn’t enough the complete collection of Beyond Reason artwork, which has been created over the past year with collaborations between the likes of Kerri Walsh and Les Rogers, Bryan Clay and Natalie Frank, were brought together for guests to view for the very first time as a complete collection.

Honored guests included Serbian tennis player, Janko Tipsarevic, American decathlete Bryan Clay, Australian triathlete Emma Snowsill, England cricketer Kevin Pietersen, Scottish snowboarder Ben Kilner, British sprinter Jason Gardener, British snowboarder Jenny Jones and former USA women’s soccer player, (and current ESPN analyst) Julie Foudy among others.

All in all, the night was a beautiful display of Oakley’s undying commitment to design, performance and devotion to supporting its global family of athletes.

Revisit the evening at oakleylondon.com where you can view the event photo gallery, tweets and instagram feed.

Oakley Beyond Reason Manifesto