Airbrake MX: The Game Has Changed. Global Launch Event Dazzles the Industry With True Design Revolution

AirbrakeMXLaunch

It’s more than official: The game has changed.

When multiple generations of Oakley family motocross riders – like AMA Hall of Famer Mike Bell (currently heads up Oakley’s optics program), legend Ricky Carmichael, Ryan Villopoto, Ryan Dungey, James “Bubba” Stewart and Eli Tomac – come together to mark the dramatic beginning to a new era in MX optic design, you know there’s something real…far beyond industry smoke and mirrors.

On January 17, a scene that unreal became a reality.

Gathering on a magical night filled with anticipation and buzz, Oakley’s stars collided with motocross industry media, factory teams, MX accounts, special guests and O team members for the official unveiling of the Airbrake MX goggle. And it was as dramatic as could possibly be imagined.

We simply wouldn’t have it any other way.

Kicking off with a ‘loungey,’ yet energetic atmosphere in the front corridor of Oakley’s famed and mysteriously fabulous Interplanetary Headquarters in Southern California, the VIP-lined gathering filed into the theatre for the unveiling show on the week of Supercross-Anaheim 2.

And there’s simply no other way to describe the latter than…shall we say…kickass.

Cordially welcomed by (Big) Mike, the program kicked off with Global Category Manager for Goggles, Andy McSorley, eloquently spelling out just what makes the Airbrake MX the most revolutionary piece of eyewear in the sport in decades.

The long-time O team member not only outlined patented technologies, ‘Swiss Army Knife-like’ features and unprecedented materials/processes. Andy projected the sheer passion injected into this project as the culmination of 35 years of google design and evolution since our founding days as a pioneer in grip and eyewear technology in the sport.

Sure, phrases/words like ‘military-grade impact protection,’ Plutonite®, peripheral vision, roll off revolution, optical superiority and Switchlock (patented lens change technology) were thrown around. But it was evident that a deeper story was being projected to the captivated audience: Immense soul and a love for the sport since our founding. And our everlasting dedication to the performance of our athletes, first and foremost.

Suddenly, stunning projection special effects, sound effects and draw-dropping footage of Oakley’s top riders in the new goggle stepped up the energy level in the facility as the eyewear piece was presented for the first time.

Then came the G.O.A.T.

The man, myth and legend – Ricky Carmichael – surprised all attendees by charging his famed No. 4 dirtbike through the halls, down the theater stairs and burning out on the theater floor’s tiles.

Fitting indeed.

Followed up by more intense commentary, a sit down with Oakley’s current team stars (Villopoto, Dungey, Stewart, Tomac) reflected our riders’ amazement at the technologically superior piece.

And with that, a new day in motocross design raged into reality…capped off by ‘special beverages,’ great company, killer food and an overall celebration of the brand’s rich heritage in the sport through generations of star riders – as well as our fearless charge into the uncharted future.

Oakley Airbrake MX – The Game Has Changed – More Motocross Videos

Author

Andrew De Lara

Date

February 01, 2013