AN INTERSECTION OF SPORT AND CULTURE THROUGH THE LENS OF BXTR, A HERITAGE SILHOUETTE, REMIXED WITH A PROGRESSIVE DESIGN
CAMPAIGN FILMS FEATURE OAKLEY ATHLETES KYLIAN MBAPPÉ, DAMIAN LILLARD AND ALEXIA PUTELLAS – ALONGSIDE THE NEWEST ADDS TO THE BRAND’S ROSTER: TRINITY RODMAN AND PAOLO BANCHERO
How many times have we seen something and taken it at face value? Truth is, we all have a tendency to judge a book by its cover – it’s human nature. At Oakley®, we go beyond the known, and are more interested in telling the whole story. Because like our sunglasses, people are more than just one thing. Athletes can be musicians. Businessman who ride waves. Dentists can be gamers. Finding out what makes each one of us tick unlocks a new world of possibilities. We don’t settle for just seeing what’s right in front of us, we want to explore the unknown – that’s the Oakley way.
The 2023 Lifestyle Campaign features BXTR and HSTN, both born from the minds of Oakley designers and friends of the brand, who together developed styles that land at the intersection of sport and culture.
BXTR features a shield design and a modernized trigger stem inspired by Oakley’s original Razor Blade sunglasses, mixed with modern style to elevate individuality. HSTN, an evolution of the original sunglasses first introduced by Oakley in 2021, features the same progressive design and heritage features as the original, including striking modernized circular lenses and a modernized trigger stem. Both styles build from Oakley’s origins and heritage and lean on the cultural significance bestowed upon them during their initial creation to tell a story about identity, meaning, and authenticity.
Through its 2023 Lifestyle Campaign, Oakley embraces what matters to our athletes on and off the field. A series of films featuring Oakley athletes showcase through their own frames how people come together to illustrate that there’s always “More Than Meets The Eye.” Here is what Oakley athletes had to say:
- Kylian Mbappé: “People might think that I live and breathe football, but that’s just part of my story. Off the pitch, I want to inspire the next generation and help them realize their dreams, no matter how big. My foundation, Inspired by KM, empowers youth to pursue their goals and give meaning to their interests. Whether on or off the field, I want to encourage kids to dream big – after all, dreaming big is how I got to where I am.”
- Damian Lillard: “Basketball is what I do, but it’s not entirely who I am. Music has always been an outlet of expression and creativity for me. Stepping into the booth helps bring balance to my life I need to continue being successful on the court. Growing up, I was inspired by MCs like Nas and Lil Wayne, just as much as my favorite players, and I still look to them for creative inspiration. Being able to pursue a career in music and basketball allows me to be who I am, on my own terms.“
- Alexia Putellas: “Equity and equality in the world of football are paramount to me. So many great female athletes paved the way before me, so it’s important that I embrace the next generation because, eventually, they will carry the torch for our sport. I hope not to be remembered for the trophies or the goals, but for spreading the message that this beautiful game is meant for everyone.”
Campaign also spotlights rising American soccer star Trinity Rodman and 2022-23 NBA Rookie of the Year Paolo Banchero, the two newest athletes to join the Oakley roster. Brazilian surfer Gabriel Medina, and Australian surfer Ethan Ewing also star.
By championing the authenticity and self-expression that our athletes bring to everything, not just their respective sports, Oakley shows that success is not just limited to high-power moments on the field of play, but what also drives athletes off it.
Check out the Oakley YouTube channel to view the Lifestyle Campaign films, and visit Oakley.com as well as Oakley stores worldwide to shop BXTR and HSTN.
