The sunglasses and athletic crossover marketplace is crowded, with Ray-Ban, Chanel, Prada and plenty of others doing battle in the space.
Oakley is aiming to differentiate itself with a new branding campaign that aims to use its pack of sporty ambassadors and social media touchpoints to expand its brand awareness and market share in the US and abroad, reaching 22 countries.
Entitled “One Obsession,” the campaign highights pros and non-pros who are focused on their passions, whether it’s a professional sport or exploring “a remote mountain peak, backyard trail, secret surf spot or suburban garage.”[more]
The campaign spans a roster of athletes and countries, as teased in a 60-second hero video released today (watch above) that will be followed by short videos highlighting different athletes’ stories of following a dream and passion.
Touchpoints include “digital, social, advertising, outdoor, retail activations, live events and an enhanced digital experience on oakley.com/oneobsession.”
As a press release notes,
Athlete stories of inspiration from around the globe will unfold throughout the year across multiple disciplines, including skateboarder Eric Koston, surfer Gabriel Medina, cyclist Mark Cavendish, all-star baseball player Matt Kemp, Moto GP champion Marc Marquez, cricketer Virat Kohli and badminton player Lin Dan.
Beginning in April, ONE OBSESSION will be brought to life through unique brand moments around the world. Three brand hubs will open to the public created for the community to live out their passions in skateboarding (Los Angeles), urban cycling (London) and baseball (New York).
The call to action:
Every great creator, athlete and innovator is driven by an internal passion – a desire to turn their dreams and ideas into reality. We all have a special place where this obsession lives in the real world, from a remote mountain peak to a suburban garage. Join over 450 Oakley athletes in a global movement and celebrate where you #liveyours. Join the movement: http://www.oakley.com/oneobsession
“It’s really a call to action for people to live their obsession,” the brand’s SVP of marketing, David Adamson, tells Ad Age. “We’re trying to create a platform for consumers and athletes to facilitate a conversation around that.”
As enticement to get everyday folks to also use the #LiveYours hashtag and check out the upcoming brand experiences, Oakley will randomly reward people with “surprise experiences that will bring the digital connection Oakley aims to foster to the physical world,” Adamson told Ad Age.
One star that won’t be involved in the campaign is rapper Pitbull, who is suing the brand for apparently using his name on a line of sunglasses without his permission, TMZ reports.
Oakley’s “Pit Bull” line has rankled the performer, who has his own sunglasses under his name—and now wants his attorneys to make defending that their “One Obsession.”