Oakley and its iconic logo are recognised for representing quality products, athletic achievement and technical innovation. With such a diverse array of sports and consumers, they’ve managed to remain the first name people think of when referring to performance eyewear and goggles.

Too much disparate success with different consumer sets can make it difficult to speak to everyone through a single brand mantra and point of view. Oakley needed to speak with one voice and make a singular statement that addressed the core of who they are, where they came from, and why they are an industry leader.

Oakley’s history is unique. Their growth has never been based on a marketing plan or come to fruition in a board room. It has been organic, and even chaotic. Most consumers haven’t heard that story.

Factory Design Labs devised a campaign that allowed Oakley to rise above sport and speak to what makes them unique — a tradition of innovation, design and risk-taking. The DISRUPTIVE BY DESIGN campaign brought this to life through brand stories of their quest to stay true their roots.

It also led to Factory Design Labs Verbier to develop a custom app to create a visual aesthetic (glitch) that fully expressed Oakley’s disruptive perspective.


Agency: Factory Design Labs Verbier
CD: Nathanael Potter
Art Director: Mark van der Meer


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