Oakley launches global campaign that inspires people to turn ideas into reality
“One Obsession” is the name of Oakley’s latest campaign, which invites people to join the brand’s global network of athlete ambassadors in pursuing their obsessions and living out their passions.
Using the hashtag “#LiveYours,” the social movement encourages fans to join the more than 450 Oakley athletes in sharing and celebrating their favorite places around the world – ranging from a mountain peak to a secret surf spot.
The brand will reward #LiveYours participants and those living out their obsession with surprise experiences and access to athletes who serve as inspiration.
David Adamson, Oakley SVP of marketing, said in a statement: “Oakley celebrates those who relentlessly pursue their passions and we encourage others to do the same. With ONE OBSESSION, we are excited to facilitate conversations with professional athletes – enabling them to connect with consumers through new, shared experiences.”
Spanning 22 countries, the multi-channel campaign includes digital, social, advertising, outdoor, retail activations, live events, and an enhanced digital experience on oakley.com/oneobsession. A film has debuted on Oakley’s website and all social and digital channels that features both professional and non-professional athletes.
Throughout the year, different athlete stories will unfold across multiple disciplines, including surfer Gabriel Medina, skateboarder Eric Koston, and cyclist Mark Cavendish.
In April, “One Obsession” will be brought to life through brand moments around the world, with three brand hubs opening up for the public to enjoy – one in Los Angeles for skateboarding, one in London for urban cycling, and one in New York for baseball.