IN THE NAME OF OBSESSION. DISCOVER THE NEW OAKLEY CAMPAIGN

IN THE NAME OF OBSESSION. DISCOVER THE NEW OAKLEY CAMPAIGN

It’s OK to... ditch your friends, lose your temper, zone-out, or sneak out early.

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It’s OK to make sacrifices in your daily life to stay committed. Whether you’re a pro or an amateur, we know that having an obsession is no fairy-tale. Everybody struggles. But, if your love is genuine, the good times will be worth the bad.

On April 24th Oakley launched the new “It’s OK…” campaign with a manifesto that pays homage to athletes who are obsessed with their sport.

This is the next chapter of the One Obsession platform that Oakley launched back in 2015. The campaign celebrates the very real, non-glamorous moments of pursuing your passion. This is true both for professional athletes and for amateurs who live their obsession at the fullest.

The compelling campaign film developed with creative agency AKQA Paris masterfully combines stories of non-professional athletes with a bunch of globally renowned Oakley athlete ambassadors.

The soundtrack to the film is an original song that has been released on Spotify.

The campaign includes digital, social, outdoor and retail activations, as well as live events and other consumer engagement activities.

Besides several influencers of the Oakley global network being involved in the campaign, two athletes’ stories will tie back to relevant product collections - Mark Cavendish for Prizm and the new Cycling Collection, and golfer Bubba Watson for the Bubba Capsule Collection.

On the occasion of the campaign launch, Oakley released findings from a survey that the brand did among 500 athletes in the U.S., exploring the depths of their devotion. One in five athletes say they would be willing to give up two weeks of vacation if they could train as frequently as they want, and say they would be 'completely lost' without their sport. More than 9 in 10 (91%) think about their sport at least once a day. Nearly two thirds (62%) wake up before 6am to ensure time for their sport, and over a quarter (27%) rise before 4am. 

Last updated: May 10 2018