CALIFORNIA, USA, May 20, 2014 – Oakley, Inc. today released ‘A Story of Disruption’, a short film that explores the Oakley brand philosophy and celebrates the company’s most ground-breaking product designs, from 1975 to present day.
Narrated by Academy Award winner Kevin Spacey, the film navigates from company inception to future possibilities, maverick founder to game-changing athlete icons, and pays tribute to nearly 40 years of industry disruption in a three minute short.
The release of the film signals the launch of a dedicated web platform on Oakley.com/disrupt that will house additional storytelling content that explores the people, places and products behind the Oakley brand. Further films will take viewers inside the mind of Oakley “mad scientists” and behind the blast doors of their fortified design bunker in Foothill Ranch, California.
Disruptive by Design is a global brand communication that spans advertising, PR, content, events, retail, social and partnerships. Live in all markets, the campaign includes alliances with WIRED, the leading technology and future trend media brand, and designboom, Europe’s leading digital design magazine, for co-created content and a design brief to find future industry disruptors.
‘This is the beginning of an exciting chapter for the Oakley brand’, said Tom Cartmale, Global Brand Communications Director at Oakley. ‘We have stories that need to be told and philosophies that should be shared, as they have the power to inspire the next generation of innovators. We are excited to present ‘A Story of Disruption’ and bring people closer to the maverick mindset and unconventional design thinking that is infused in our brand’.
‘A Story of Disruption’ lives on Oakley.com/disrupt, along with further innovative branded content and the #disruptivebydesign social feed. Visit Oakley.com to learn more about the company’s performance and lifestyle products for men and women. Also visit us at Facebook, Twitter, YouTube and Instagram.
About Oakley, Inc.
Established in 1975 and headquartered in Southern California, Oakley is one of the leading sports brands in the world. The holder of more than 600 patents, Oakley is continually seeking problems, solving them with inventions and wrapping those inventions in art. This philosophy has made Oakley one of the most iconic and inimitable brands on the market, with innovations that world-class athletes around the globe depend on to compete at the highest level possible. Oakley is famed for its insuperable lens technologies such as High Definition Optics® (HDO®) which is incorporated into all Oakley sun and prescription eyewear, and all premium Oakley goggles. Oakley has extended its leadership position as the world’s leading sports eyewear brand into apparel, footwear and accessories collections. Laser focused on the consumer, Oakley has both men’s and women’s product lines that target Sports Performance, Active and Lifestyle consumers. Oakley is a subsidiary of Luxottica Group. Additional information is available atwww.oakley.com.