Oakley Declares Its Passion & Devotion Via Valentine’s Day Via ‘Love Of Sport’ Campaign

Launched on 14 February, Valentine’s Day 2020 saw Oakley roll out a new phase of its ‘One Obsession’ brand campaign called ‘Love of Sport’: an integrated initiative which saw the brand declare its undying devotion to sport.

The latest chapter in Oakley’s 2020 ‘One Obsession’ initiative, which is planned to culminate during the Tokyo summer Olympics Games in Tokyo, sees the company release a new eyewear collection called ‘Origins’ which seeks to encapsulate the brand’s iconic heritage and progressive approach to innovative design reimagined in present day style.

Led by Sutro Eyeshade, a sport performance product inspired by the iconic Eyeshade originally introduced in 1984, the contemporary collection is a homage to Oakley’s journey rooted in a love of sport and passion for optics.

The campaign was launched through a series of love letters written from the perspective of Oakley products: showing affection both for sport and for Team Oakley athletes who have helped the brand break boundaries and inspire new generations throughout the last 45 years.

‘Love of Sport’, created in harness with agency AKQA (Paris), spanned all of the brand’s global communication channels today and includes social media content, athlete ambassador highlight videos, creative product kits and OOH takeovers.

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"Dear you, I’m just going to come out and say it. I love you. I spent years thinking about you – hoping one day you would pick me up and take me out of your comfort zone. Call me old fashioned, but I just want to hold you. Wrap these arms around you and never let you go. Honestly, you make me want to be the best version of myself. That’s why I kept improving over all these years. I swear that I will always love and protect you, through ups and downs, good times and bad, against jealousy and high velocity impact. If you could see what I see you’d see we’re meant to be. Let’s rush into it. Love always, Your Oakley Sutro Eyeshades "

A post shared by Oakley (@oakley) on Feb 14, 2020 at 5:03am PST

1984 < 2020#OneObsession pic.twitter.com/P4zRbNh3lj

— Oakley (@oakley) February 17, 2020

The campaign was created for Oakley’s Milan headquarters by a team at agency AKQA (Paris) with production by Builders Club (London).

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Oakley simultaneously opened a flagship, immersive retails space, called ‘City of Origins’, in Los Angeles on Fairfax Avenue which also celebrates the brand’s love of sport and showcases the new collection.

The objective behind this space is to connect the brand to consumers via those who inspire them and through the city that they live in and the culture that moves them.

The doors open on 21 February and the pop-up features intimate conversations, workshops and exhibitions, including the first ever photography exhibition by surfer, skateboarder and model Evan Mock.

Links:

Oakley

https://www.oakley.com/

https://www.facebook.com/oakleyeurope

https://twitter.com/oakley

https://www.instagram.com/oakley/

https://www.youtube.com/oakley

AKQA, Paris

https://www.akqa.com/