While rookies may be turning up to mini-camps, most bona fide NFL superstars have got their feet up in the middle of the offseason, but not Lamar Jackson who has taken a break from pre-season training to star in a new spot for Oakley promoting the ‘Pro Football Shield’.
The Baltimore Ravens quarterback is the new face of Oakley’s Pro Football Shield: created for the Riddel Speedflex pro football helmet, the Pro Shield includes Oakley’s signature Prizm lens technology and engineered to enhance colour and contrast on the field so athletes can see details more clearly and quickly.
The campaign, which runs under the brand’s umbrella #ForTheLoveOfSport platform, broke on 20 May and is spearheaded by a hero commercial that shines a spotlight on Jackson’s unrivalled commitment and performance (which are supported by the vision-improving product).
The ‘Focused’ spot comes in 60- and 15-second versions and pans national TV and runs across the brand’s own digital and social channels. It also includes a paid partnership with Jackson’s NFL team the Baltimore Ravens.
The creative also includes the copy ‘The storm always passes and when it does it is time to shine. No matter where you’re at, just be yourself. Just ball and let your game do the talking.”
The storm always passes, and when it does, it's time to shine.
“No matter where you’re at, just be yourself.” – @Lj_era8 #ForTheLoveOfSport pic.twitter.com/BvmtRvOPXR
— Oakley (@oakley) May 20, 2021
According to the company campaign press release, Jackson has used Oakley’s Pro Football Shield throughout his football career – from high school, through college and all the way to the NFL.
“Throughout his career, Jackson has overcome countless challenges and doubters with a calm and focused mindset, driven by a relentless passion to win,” Oakley said the release. “Always remaining true to himself, he has rewritten what it means to be a quarterback and is leading the next generation in pushing forward the future of the sport.”
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Interestingly, despite being the 2019 NFL MVP, Jackson hasn’t jumped on every endorsement deal he’s been offered. Other than his Oakley partnership, he tends to focus on endorser/part owner projects and also has his own personal clothing brand called Era 8 Apparel rather than a major clothing endorsements.
Jackson initially became an Oakley athlete in August 2020 when he joined the likes of Patrick Mahomes, JuJu Smith-Schuster, Derwin James, Aaron Jones and Trevon Diggs as Oakley-sponsored NFL players.
Oakley also has an official league partnership after penning a four-year sponsorship ahead of the 2019 season.
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