Oakley Expands ‘One Obsession’ Brand Platform With #ItsOK Ode To Athletic Obsession

‘It’s OK’ continues the brand’s long-running ‘One Obsession #CantStop’ platform: an approach that aims to embraces pro and amateur athletes who approach sport as an obsession to wear proudly 24/7.

Previous iterations of the evolving brand campaign have been fronted by athlete endorsers ranging from PGA golfer and two-time Masters Champion Bubba Watson (such as this 2017 work), to the likes of pro surfer Julian Wilson, cyclists Mark Cavendish and Chas Chrsitiansen and MotoGP legend Valentino Rossi.

It began back in 2015 with a Cavendish-led campaign leveraged the Tour De France (see case study).

We like the lead spot – especially the original, powerful soundtrack that has been penned to communicate the campaign message and has a timeless feel and reflects the passion and obsession that characterises so many pro and amateur athletes.

Apparently, the lyrics were themselves based on genuine insights and stories gathered from everyday athletes.

Indeed, much of the campaign was developed from and based on an Oakley commissioned survey (with Canvas8) of amateur athletes that explored their motivations and the way exercise obsession affect their personality.

According to Hannah Elderfield, a senior behavioural analyst at Canvas8, “People are taking sports and fitness more seriously than ever. For many, sporting and fitness achievements act as greater ‘signifiers of success’ than traditional signifiers such as having a good job, big house and nice car.”

The data shows that running and cycling in particular are booming in the UK; 2.1m now run regularly (a 73% in 10 years), while around 2m cycle weekly (including 500,000 women).

Some of the report’s findings included:
• 40% of employed athletes would rather excel at their sport than at their job
• 23% of employed athletes say their sport is more important than awards or recognition at work
• 34% of athletes who have made sacrifices have let go of romantic relationships for their
dedication
• 29% of athletes who have made sacrifices think they have given up financial success for athletic excellence
• 51% have trained on their birthday
• 40% have worked out on major holidays like Christmas or Thanksgiving
• Of those who consider themselves ‘committed athletes’, 21% say they would be ‘completely lost’ without their sport, while 15% percent simply ‘don’t feel like themselves’ when they are not doing their sport.

Interestingly, according to Oakley’s brand boss Goss, for a new generation sport now underpins the new definition of success (eclipsing success in the office).

A tipping point has been passed for the core Oakley target of committed everyday athletes, dubbed ‘The Obsessed’, and for them traditional career and money signifiers of success are being eclipsed by personal sporting endeavours.

This target group of consumers is based on mindset rather than age or other demographic segmentations and they play their sport at least five times a week (or for a minimum of 10 hours per week).

“It is clear that many athletes are evolving the concept of what work/life balance really means to them. People define success in different ways and not just in promotions and pay rises,” said Goss.

“If you get more joy from progressing in your sport than your job – that is awesome. We encourage people to own it and get after it.”

Among this social-media driven group, sporting pride has become the ultimate symbol of status validation.

“It’s part of their identities. The fact that this group values their sport so highly (and they put in the hours accordingly) makes them truly committed. It’s great they have a platform to share that passion.

Indeed, social media itself is inspiring more people to take up a sport or a new physical challenge on a daily basis.

The surge in specialised apps and tools that link and support specific sports communities – from Strava to Ski Tracks – allow people to connect through their passion-points and push themselves, their communities and their sports further.

While more visual mediums, like Instagram, are also having a huge impact in keeping the committed inspired and in bringing new people into a sport.

But while many subscribe to the mantra that ‘If it didn’t happen on Strava, it didn’t happen at all’, this isn’t just about proving themselves to others.

Goss says that Oakley’s research shows that even if no-one was watching, they are out there training. First and foremost, they are doing it for themselves, not their followers.

As for the campaign, all we’d suggest to those sneaking out of bed at some god forsakenly early hour of the morning to feed their exercise obsession, is, well, make a cup of tea and leave a note for your partner first.