Oakley Flaunts Its Culture in New Branding Effort

Plans to get as famous as Red Bull

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Oakley, maker of sunglasses and sports gear, is throwing open the doors to the inner sanctum where its products have been mysteriously designed, in the hope of joining the ranks of high-flying sports performance brands like Red Bull and Nike.
Owned by huge Italian eyewear company Luxottica, Oakley will launch its first global marketing initiative in early April. Unlike past product-focused ad campaigns, the upcoming effort, called "Disruptive by Design," seeks to tell the story of the brand’s culture. 

Oakley is using previously unseen stories and materials from its 39-year history—plus an introductory video narrated by actor Kevin Spacey—to position itself as a hub for groundbreaking design that goes beyond sports eyewear.

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