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Oakley hosted an Olympic welcome party for athletes and customers at London’s Design Museum on July 26. The event, which was attended by approximately 150 guests and two ‘guests of honor’—2008 Gold Medalist Bryan Clay and eighth-ranked tennis player Janko Tipsarevic—kicked off with a cocktail hour followed by a presentation about Oakley “Beyond Reason” global marketing campaign.

Greg Welch, Oakley’s sports marketing manager and four-time Ironman World Champion Medalists (1994 Champion) discussed the history of innovation of Oakley and the brands involvement in the Olympics. Then Mike Crowell, vice president of global product marketing for Oakley, discussed Beyond Reason and the involvement of athletes in creating RadarLock, the company’s latest sunglass. He said over 700 athletes from 200 countries are wearing Oakley eyewear during the games.

Guests then went into the “Design to Win” exhibit created in conjunction with the London Design Museum. It featured the Oakley iconic products from motocross grips to Over The Top and then RadarLock. The exhibit explores the ways in which design has played a significant role in progressing safety, performance, fashion and technology in sport to set new world records.

The night ended with a viewing of the new Brand Manifesto—a visual film that tries to capture what it means to go “Beyond Reason.” It was narrated by friend of Oakley, Samuel L. Jackson.