Oakley Flexes Brand Power Muscle at Olympics

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LONDON—As the Olympics gets underway in London, Oakley—the official eyewear of Team USA and Team Great Britain—is hosting a series of live and on-line activities designed to pump up the excitement for fans, customers and the Olympic athletes themselves.

On July 26, the night before the opening Olympic ceremonies, Oakley hosted a celebration of its “Beyond Reason” global marketing campaign and the Oakley athletes competing in the 2012 Olympics. The event will honor over 700 Oakley Olympians from 203 countries in a top-secret showcase of artist/athlete collaborations. The complete collection of art pieces inspired by the “Beyond Reason” vision of athletes Bryan Clay, the 2008 Olympic gold medalist decathlete, sprinter Lolo Jones, U.S. beach volleyball player Kerri Walsh, British cyclist Mark Cavendish, South African sprinter Oscar Pistorius, Australian cyclist Cadel Evans and Spanish triathlete Javier Gomez will be on display for the first time.


Beyond Reason “exemplifies the driving attitude that fuels and fires Oakley athletes to exceed the limits of possibility,” according to Oakley.

Alongside the launch of the brand’s Beyond Reason campaign, Oakley will debut RadarLock, a performance sunglass designed to deliver comfort, performance and protection for athletes at any level. Switchlock Technology featured in RadarLock allows athletes to change lenses quickly and easily, enabling them to match their vision to the environment. A retrospective of archive product innovations will also be on display.

As part of its Beyond Reason campaign, Oakley has also created a “social hub” at www.beyondreason.oakley.com. The #BeyondReason hub will let fans band together, interact and share their enthusiasm for some of the company’s featured Olympians such as Kerri Walsh, Oscar Pistorius, Julien Absalon, Kristin Armstrong, Javier Gomez Noya, Janko Tipsarevic, Sam Stosur, Ryan Hall, and Jan Frodeno. Anyone can “join the team” of their favorite Oakley athlete. Fans have the opportunity to earn points for their chosen team by connecting their social network accounts (Facebook, Twitter and Instagram). Using a team’s hashtag (#[FirstName]BeyondReason) will move the team’s athlete up the leaderboard, and every photo, video and post brings the team closer to victory. The winning athlete’s favorite non-profit will receive the proceeds from an auction of three limited-edition Beyond Reason product packages that commemorate the Olympic Games.


Each participating Olympic athlete has collaborated with Oakley to create three custom product packages to be auctioned on eBay, and the proceeds will go to a charity selected by the athlete. The one-of-a kind products include personally customized eyewear by the athlete with an autographed lens, hand-painted Oakley Frogskin eyewear and a hand-painted Oakley display box.



Oakley will also be hosting the Oakley Safehouse, which Oakley described as “a home away from” for athletes. Located in the London Design Museum, which is situated on the south bank of the Thames river and has one the most picturesque views of the city and Tower Bridge, the Oakley Safe House is intended to be a haven from the media and crowd where athletes can relax, spend time with family, enjoy meals and decompress from the stress of the competition. The Oakley Safehouse will encompass a two-level area with a full-service restaurant, a lounge space with viewing areas and a fully-equipped Oakley “bar” which will dispense Oakley products.—Andrew Karp