Oakley has launched the next chapter of its ONE OBSESSION campaign – IT’S OK. The new campaign gives athletes across the globe permission to pursue their sporting passions and athletic goals—be it at the sacrifice of family-life, career and friendships. The tone is light-hearted but it carries a serious reminder that staying active and pursuing your passions are key to happiness.
Team Oakley athletes featured in the campaign video spot include Chloe Kim, Mikaela Shiffrin, Bubba Watson, Mark Cavendish and Ståle Sandbech. Also, amateur athletes are highlighted in the spot, depicting the real moments of obsession in a series of cinematic and intimate portraits.
In building the campaign, Oakley created the ONE OBSESSION athlete survey that examines the behaviors and lifestyles of “The Obsessed”—the most committed everyday athletes who tirelessly chase excellence in their sport to find true insights into what drives them.
The survey results bring to life the very real sacrifices athletes make in their personal lives to succeed in their sport:
• 40% of employed athletes would rather excel at their sport than at their job
• Nearly half (47%) have sacrificed friendships, while one-third (34%) have let go of romantic relationships for their dedication
• 51% have trained on their birthday and 40% have worked out on major holidays like Christmas or Thanksgiving
• One in five would sacrifice sex for one month (21%), and 21% of employed athletes would give up two weeks of vacation, if it allowed them unlimited time on the bike or out on the road.
The multichannel global brand campaign, developed with award-winning creative agency, AKQA Paris, includes digital, social, outdoor, retail activations, live events and an enhanced digital experience on oakley.com.
The message—pursuing a sports obsession is no fairytale, whether you’re a professional or everyday athlete. You have to make room for these passions. It might not always be pretty, but IT’S OK, in the name of obsession.
The campaign’s stories and inspirational messages will roll out during the year across Oakley and athlete-ambassador social channels, encouraging fans to live-out their obsession irrespective of the personal sacrifice. The original soundtrack will also be available on Spotify.
“We’re extremely excited about the next chapter of ONE OBSESSION as it gives us the opportunity to encourage dialogue among professional and everyday athletes alike—enabling them to connect through the real moments of their journey,” said Ben Goss, Global Marketing Director at Oakley.
“The campaign gets to the heart of committed athletes everywhere, not just those who compete at the highest level, but those who are obsessed with their passion. It honors hard work and sacrifices in a light-hearted way. IT’S OK in the name of obsession.”