Athletic + Apparel
Brand Purpose + Positioning
Brand Narrative + Messaging
Advertising + Film
Digital + Social Content
Retail + Event Design
Activating a global conversation with a new generation of loyalists
We uncovered an idea that was at the heart of the Oakley culture of innovations and design, and an aspirational trait within every competitive athlete—obsession with the sport they love. By embracing this core truth, we shifted Oakley from being a rebel brand to a purpose-driven design brand.
With Oakley’s first-ever global campaign effort, we challenged and inspired athletes the world over to dive deep into their One Obsession.
The campaign was launched by Oakley’s 500 athlete influencers—sparking a global conversation. Athlete films, social content, and digital activations were extended into Oakley stores, point of sale, and pop-ups in Sydney, London, and NYC.
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