In Mid-March Oakley launched the latest chapter of its ‘Be Who You Are’ storytelling campaign which showcases the brand’s latest 2022 Bike Collection and is narrated by Team Oakley ambassador and super star road cyclist Mark Cavendish.
The spot highlights the idea that a bicycle is more than just a simple two-wheeled machine, but rather ‘an enabler of human possibilities, strength and freedom’ and give the rider ‘the power to explore infinite paths’.
Bikes are positioned not only as a form of transport, but as a vehicle for expressing oneself and finding purpose, family and community.
One strand of the campaign sees Oakley partner with South African cycling group Fixie Fit and BMX rider Wanga Moshani and these partnerships explore their skills on a bike and the various ways that they each support, value and empower their communities off it.
Fixie Fit is a South African-based urban bike crew consisting of artists, directors and fashion designers and, since its inception, Fixie Fit has grown into a community of riders that highlights diversity and inclusivity within BMX.
Reigning South Africa Elite BMX Champion Moshani is the country’s leading BMX racer who began riding at the age of 10 and for the last decade has been part of Velokhaya: a cycling academy that uses cycling, education, and mentoring youth living in communities with limited access to opportunities to support on and off their bikes.
The latest bike-led creative in Oakley’s ‘Be Who You Are’ rolled out on Oakley’s Instagram and YouTube channels.
Life is constantly throwing challenges our way, and the strength to overcome them can come from anywhere. For us, it comes from our bike. More than two wheels, it's our freedom, our sanctuary, and an enabler of human possibilities. pic.twitter.com/gowbxpzwyE
— Oakley (@oakley) March 17, 2022
“We want to inspire bikers from all over the world to believe in themselves and enjoy the ride,” said Oakley Global Head of Marketing Caio Amato.
In parallel with the latest episode of ‘Be Who You Are’, Oakley launched its 2022 Bike Collection which spans helmets, sunglasses, apparel, accessories and protective gear for a variety of cycling and mountain biking terrains which can be purchases via the Oakley website.
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Oakley’s ‘Be Who You Are’ campaign also includes local market creative in various regions around the world and on 16 March it included a spot fronted by Canadian professional ice hockey right winger and Toronto Maple Leafs star Mitch Marner in North America.
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