STRATEGIC OBJECTIVE

The brand had grown, internationally, across sport and lifestyle and across gender.  With this growth, the brand had lost its essence. Oakley had splintered its voice and identity meaning different things in different countries and in different channels.  To stay iconic it required rooting the brand consistently in what defined the undefinable. 

CREATIVE SOLUTION

Looking no farther than the original design ethos, “We exist to make products with a purpose beyond reason.”  Oakley launched its first global campaign culminating at the 2012 London Olympics – BEYOND REASON.  The platform provided endless authentic and inspiring storylines for athletes and product.  Driven with branding discipline through Global Brand Guidelines and global launch coordination, the brand boldly announced its maverick spirit is alive and well.