A joint online and PR campaign launched on 15 March to promote the new partnership between Oakley and the World Surf League (WSL) which saw the former become the Official Eyewear and PPE Partner of professional surfing’s global governing body.
The tie-up was announced via a campaign led by a hero ‘starting a new journey’ spot featuring plenty of heavy wipeouts, perfect barrels and big airs and sees Oakley reaffirm its surfing commitment from shore-line to pipeline by celebrating its own heritage and supporting the future of surfing.
The new partnership see Oakley outfit the WSL’s official staff and broadcast team right through the 2021 Championship Tour: providing unglasses and personal protective equipment (PPE) which includes its Clear Collection eyewear and branded masks.
Thus the deal sees Oakley play an important role in the WSL’s COVID-19 health and safety plans for each event on the Championship Tour, as well as maximise brand visibility and promote products at the events around the world.
The rights owner deal runs in parallel to the brand’s existing individual Team Oakley surf ambassadors who compete on both the men’s and women’s tours who already include Italo Ferreira, Julian Wilson, Jordy Smith, Griffin Colapinto, Macy Callaghan, and Sage Erickson.
The tie up was announced in Mid-March ahead of the 1 April restart of the 2021 World Championship Tour with a four-event Australian leg starting in Newcastle and which will culminate with the first one-day WSL Finals to decide the World Champions in Lower Trestles (California).
“Surfing has always been an integral part of our brand’s DNA,” said Oakley Global Brand Director Caio Amato. “Teaming up with The World Surf League is an honour for us, particularly with so many members of Team Oakley in the world championship. This is an incredible opportunity to give back to the surf community and partner with them to shape the future of Surf. We look forward to working together with the WSL in the coming months to make the 2021 Championship Tour an astounding success.”
“We are excited to welcome Oakley onboard for the 2021 Championship Tour season as our official eyewear and PPE partner,” added WSL Chief Revenue Officer Cherie Cohen. “Together we will keep our staff safe with the appropriate PPE and eyewear, create more content for fans, and continue to support the world’s best athletes. There is no doubt, Oakley belongs on the Championship Tour.”
Comment:
Oakley has been a long-time supporter of surfing and has been worn by many elite and amateur surfers around the world for decades and, after backing several individual WSL events in the past, the new tie-up finally sees Oakley take an official global partner role within the sport’s elite competition.
The new WSL-linked creative runs under Oakley’s #ForTheLoveOfSport brand platform launched in 2020 and activated through inventive marketing initiatives such as its ‘One Love’ Bob Marley remake and its ‘2020 Valentine’s Day’ campaign.
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