On 20 January Oakley launched the final chapter of its Australian ‘Be Who You Are’ campaign featuring Team Oakley athlete ambassadors Mikaela Shiffrin, Ståle Sandbech, Mark McMorris, Sage Kotsenburg, Henrik Harlaut and Eileen Gu which focused on snow and winter sports.
The final chapter of the campaign brought together some of Team Oakley’s elite snow sport athletes ahead of the Beijing 2022 Winter Olympics for a ‘Unity Anthem’ to remind viewers and brand fans that it is ‘the uniqueness of our individual journeys that unites us’.
The Oakley ‘Unity Anthem’ features the team of six athletes taking to the slopes and it highlights their own individual and personal approach to their sport: sharing a first-hand account of the unique path each has taken to the top of their sport.
The short film seeks to champion uniqueness and being ‘who you are’ and to underscore the importance of leaning on one another to achieve personal and collective greatness.
In tandem with the Unity Anthem, Oakley also launched a ‘Unity Collection’ of cold-weather sports clothing and equipment suitable for a range of demanding on-and off-mountain conditions.
The collection features three popular Oakley goggle styles (Line Miner, Flight Deck and Flight Path), plus a collection of four sport performance and lifestyle eyewear styles (HSTN, Jawbreaker, Radar, EV Path, Radarlock and Encoder), as well as two helmets (ARC5 Pro and MOD1 Pro) in bright new colourways.
A special woven strap design on each goggle style was crafted to represent the community of athletes who come together on the world’s biggest competitive stage, while each colour of thread resembles every athlete’s journey to the top.
The film dropped on Oakley’s Instagram channel and the supporting creative content seeks to drive viewers online to shop Oakley’s Unity Collection at oakley.com.au.
“This is the time to celebrate sport and its power to transform lives, especially after all the challenges we all have been through in the past years,” commented Oakley Global Brand Director Caio Amato. “Sport teaches us that it is not all about glory, talent or victory. Defeats are absolutely inevitable. There are always moments of doubt, where we feel alone, or even broken. But then, over and over again, sport proves to us that greatness is not about being the strongest, but how strong you are able to come back. And suddenly every single defeat becomes an opportunity to rise up, more resilient, stronger, truer to your values. After all, our achievements are only as big as our dreams, all it takes is to keep believing in ourselves, to be ourselves, and those dreams come true.”
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