(Top to Bottom) Kylian Mbappé wears BXTR; Damian Lillard wears HSTN; Alexia Putellas wears BXTR.

Quick Take: Oakley, from EssilorLuxottica, is launching two new sun styles and an accompanying lifestyle campaign that stars a number of Oakley athletes.
Specifics: The new sun styles are BXTR and HSTN. BXTR is a shield design with a modern trigger stem inspired by Oakley’s original Razor Blade sunglasses. HSTN is an evolution of the 2021 style, featuring circular lenses and a modern trigger stem. Both styles build from Oakley’s origins and heritage. The accompanying 2023 lifestyle campaign embraces what matters to Oakley athletes on and off their field. A series of films featuring Oakley athletes showcase their frames. Soccer star Kylian Mbappé said, “People might think that I live and breathe football, but that’s just part of my story. Off the pitch, I want to inspire the next generation and help them realize their dreams, no matter how big. My foundation, Inspired by KM, empowers youth to pursue their goals and give meaning to their interests. Whether on or off the field, I want to encourage kids to dream big – after all, dreaming big is how I got to where I am.” NBA star Damian Lillard said, “Basketball is what I do, but it’s not entirely who I am. Music has always been an outlet of expression and creativity for me. Stepping into the booth helps bring balance to my life I need to continue being successful on the court. Growing up, I was inspired by MCs like Nas and Lil Wayne, just as much as my favorite players, and I still look to them for creative inspiration. Being able to pursue a career in music and basketball allows me to be who I am, on my own terms.” Soccer player Alexia Putellas said, “Equity and equality in the world of football are paramount to me. So many great female athletes paved the way before me, so it’s important that I embrace the next generation because, eventually, they will carry the torch for our sport. I hope not to be remembered for the trophies or the goals, but for spreading the message that this beautiful game is meant for everyone.” The campaign also introduces American soccer star Trinity Rodman and 2022-23 NBA Rookie of the Year Paolo Banchero, the two newest athletes to join the Oakley roster. Brazilian surfer Gabriel Medina, and Australian surfer Ethan Ewing also star.
Selling Point: Oakley’s new styles and campaign champion authenticity and self-expression, showing what drives athletes on and off their fields. The campaign is available to watch on YouTube here.