Oakley Launches ‘Disruptive by Design’ Campaign


FOOTHILL RANCH, Calif.— Oakley, Inc. has announced details of the company’s new Disruptive by Design brand platform and campaign, as well as unveiling its focus on three key innovation pillars moving forward. According to the company, Disruptive by Design will become the brand voice for Oakley’s next chapter of industry revolution - #disruptivebydesign.

“This is a pivotal moment in the history of our brand,” said Colin Baden, CEO of Oakley. “Disruptive by Design is laying the foundation for the future. Our total number of design and utility patents issued and applications pending is close to 1,000, and 200 of those were amassed over the last two years. We now have our sights set on three key innovation pillars: Enhanced Vision, Digital Eyewear and Customization. This is the beginning of a new era of brave design and disruptive technologies from Oakley.”

The core brand ideal and Disruptive by Design platform will be communicated through an integrated global marketing campaign spanning all consumer touchpoints.

“We will proudly define our place in the wider community of disruptors and explore new ways of expressing our brand philosophy and engaging with global consumers through immersive content, live experiences and brand partnerships,” said Tom Cartmale, Oakley’s global brand communications director. “By doing this, we hope to inspire the next generation of consumers and creators.”

Global advertising begins in March 2014 featuring Oakley founder Jim Jannard, Oakley’s headquarters “One Icon,” and previously unseen and unreleased blueprints and design drawings of the company’s early inventions. The campaign will appear in all key international markets: North America, Europe, Japan, China, South Africa, Brazil and Australia.

Supporting the campaign is a global brand alliance between Oakley and WIRED, the technology and future trend media brand. Co-created and sponsored multimedia content will explore the theme of disruption in design, technology, manufacturing and business, and brand advertising will appear in international print editions and across www.wired.com.

Multi-discipline creative studio four23 in London is leading the global campaign creative and brand activation, and OMD Worldwide is coordinating international media planning. New media and entertainment studio Moment Factory produced the live launch experience, and event partners included RED Studios, Tesla Motors and culinary disruptors Bompas & Parr.