As a seasoned sports enthusiast and fashion connoisseur who has been following the Olympic Games since the early ’90s, I can confidently say that Oakley is nothing short of a game-changer when it comes to athlete eyewear. With my eyes glued to every Summer and Winter Olympics, I’ve witnessed firsthand how this California-based brand has revolutionized sports style with their innovative designs and cutting-edge technology.
During the build-up to the 2024 Summer Olympics in Paris, a striking photo from the 2000 Sydney Games resurfaced on social media and fashion platforms. The image featured Trinidadian sprinter Ato Boldon donning a pair of eye-catching silver sunglasses. These weren’t ordinary glasses; they had arms that wrapped around his head instead of resting on his ears, providing a futuristic look that sparked conversations everywhere. Known as the OVERTHETOP, these unique eyewear were a creation of the California-based brand Oakley and have come to symbolize athletes’ stylish yet functional expressions at international competitions like the Olympics. Although Boldon’s glasses are among the most discussed in recent times, they represent only one instance of Oakley’s dominance on the podium.
As the 2024 Olympics carry on, one might notice that Oakley appears in a multitude of the arenas spread across Paris and beyond. “We’re going to have about 2,000 to 5,000 athletes that will be wearing our products,” says Corey Hill, Vice President and Head of Global Sports Marketing at Oakley. “A lot of teams and athletes will be wearing our product because it helps them perform better.”
Beach volleyball players, whether they team up with Oakley or not, wear Oakley eyewear to shield themselves from the sun and sand. Similarly, athletes participating in surfing at Tahiti don’t just use sunglasses but also a cutting-edge helmet designed for the turbulent water sport where head protection was previously uncommon. Oakley is also seen on bike riders, golfers, and notably, the track, where Oakley has left its mark since the 1996 Atlanta games. It was during this time that Oakley introduced the Pro M Frame to American track star Allen Johnson, who won the 100M Hurdles while wearing these glasses, becoming a key part of an Oakley advertising campaign highlighting the style’s unibody frame, high-definition optics, and impressive 117 patents. This year, the Sphaera is gaining popularity on the track.
While Oakley excels at innovating sports gear, designing eyewear for Olympic events isn’t as straightforward as picking an item from a shelf. As Brian Takumi, Vice President of Creative and Soul at Oakley, explains, the International Olympic Committee has stringent rules regarding the size and placement of logos and branding during competition. The challenge is to create something so groundbreaking that the logo won’t be needed for identification.
Over time, disruption has manifested not only in appearance but also in functionality, as demonstrated by the Pro M and OVERTHETOP. These two milestones for Oakley were further elevated during the 2012 London Olympics with the introduction of RadarLock technology, a patented switchlock system used in a limited edition glasses for the British team. At the Rio Olympics in 2016, Oakley’s signature Prizm lens technology was first showcased. This groundbreaking optical innovation, which enhances vision based on the surrounding environment, has become commonplace in Oakley frames and caters to various sports.
In recent times, the Kato has gained prominence in the sports world. Debuted in 2021, its unique frameless, shield-like structure has emerged as a distinctive feature, not only among Olympians but also among athletes such as Patrick Mahomes of the Kansas City Chiefs and Francisco Lindor from the Mets. The design is aesthetically daring, yet purposeful, providing athletes with a sense of boundless freedom by molding to their faces. It’s possible that this year, the QNTM Kato, an advancement of previous versions of the Kato, will adorn the podium as victory tokens for successful athletes.
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The new frame is additionally showcased at Oakley Bunker, a temporary location in Paris resembling Oakley’s extraordinary Foothill Ranch headquarters. Besides showcasing products and trials, this venue also serves as a gathering spot for brand ambassadors and friends. It symbolizes Oakley’s commitment to its community, mirroring the eyewear they meticulously create for athletes at any skill level.
Takumi mentions a belief they often discuss: “Let’s continually reinvent things.” If you keep doing the same things, you’ll keep getting the same results. Our aim is to consistently move forward and evolve.
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2024-08-07 20:26