Oakley’s new brand platform communicates the “Disruptive by Design” ethos

Oakley, Inc. is introducing a new brand platform under the Disruptive by Design tagline—the new brand philosophy aims to inspire new solutions, approaches and vision among the next generation of consumers and creators.

With the new positioning, the brand that turns 40 next year will be celebrating its legacy and ethos that builds on reimagining of successful products for the brand’s future thriving. To support the new brand platform, Oakley invited two-time Academy Award winner Kevin Spacey to narrate the story of sports accessories label at RED Studios in Hollywood last week.

As part of the promotion, the brand will also team up with legendary athletes and game-changing engineers who reshape the future of sports with their innovations and sports records. The label will collaborate with recognized sports icons including racing cyclist Greg LeMond, snowboarder and skateboarder Shaun White, road bicycle racer Andy Hampsten, and golfer Bubba Watson.

“Disruptive by Design is laying the foundation for the future,” continued Baden. “Our total number of design and utility patents issued and applications pending is close to 1000, and 200 of those were amassed over the last two years. We now have our sights set on three key innovation pillars: Enhanced Vision, Digital Eyewear and Customization. This is the beginning of a new era of brave design and disruptive technologies from Oakley.”

The campaign is launching this month across multiple markets in North America, Europe, Japan, China, South Africa, Brazil and Australia. Throughout the campaign, Oakley will share inspirations behind the brand’s signature products, reveal yet unseen and unreleased blueprints and sketches and also provide a deeper insight into the product development process by featuring impressive Oakley headquarters “One Icon” in the promotional content.

To spread the message across the community of tech-savvy readers, Oakley has inked a partnership with the leading technology and future trend magazine WIRED. The media brand will feature co-created and sponsored content on its own website and in print editions, internationally. The publications will revolve around the theme of design, technology, manufacturing and business, and brand advertising.

“Disruptive by Design is about having the guts to start from scratch, charge through challenges and smash your own, new, pathways. It’s finding adventure in the journey and the obsessive desire to constantly refresh, innovate, and blow minds. Above all it’s a mindset that seeks to collapse the conventional, dismantle the accepted, shatter expectations and embrace the unknown. And it’s been ingrained in Oakley since day one. To be a game changer, is to be Disruptive by Design,” says the brand.