Quick Take: Oakley, from Luxottica, is debuting a new collection, Origins, and expanding its Love of Sport brand campaign. In addition, Oakley opened City of Origins, a branded, immersive retail space in Los Angeles, on February 21.
Specifics: Led by Sutro Eyeshade, a sport performance piece inspired by the Eyeshade originally introduced in 1984, Oakley’s Origins collection pays homage to the brand’s journey rooted in a love of sport and passion for optics. The new Love of Sport campaign is made up of a series of love letters written from the perspective of Oakley products, expressing love for sport and the Team Oakley athletes. Finally, the City of Origins pop-up space will feature workshops and exhibitions, including the first ever photography exhibition by surfer, skateboarder and model Evan Mock, a one-on-one talk with Team Oakley athlete and pro-surfer, Sage Erickson, and more.
Selling Point: Oakley’s newest collection, campaign and retail space frame the brand’s love for and devotion to sport, performance and innovation.
www.oakley.com/en-us