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Through its 2023 Lifestyle Campaign, Oakley explore the unknown to tell the story of its athletes both on and off the field.
Via a series of films, featuring Kylian Mbappé, Damian Lillard and Alexia Putellas, as well as rising stars – and recent additions to the brand’s roster – footballer Trinity Rodman, NBA player Paolo Banchero, and surfers Gabriel Medina and Ethan Ewing, the American eyewear label showcase through their own frames how people come together to illustrate that there’s always “More Than Meets The Eye”.
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The new campaign features BXTR and HSTN, two styles designed by Oakley’s 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 modernised trigger stem inspired by Oakley’s original Razor Blade sunglasses, whilst HSTN serves an evolution of the original sunglasses first introduced by the brand in 2021, and features the same progressive design and heritage features as the original, including “striking modernised circular lenses and a modernised trigger stem”.
Both styles are a mix of heritage and modernity and a continuation of the Oakley’s story…
Commenting on what makes them tick outside of their sports, Oakley athletes said…
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 realise their dreams, no matter how big.”
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. 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. 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.”
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.
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