Oakley: Earn Your Stripes

Problem
Oakley is widely seen as the go-to eyewear for elite athletes, worn in high performance moments like skiing, cycling, and climbing. But that reputation can make the brand feel exclusive and out of touch with how most people live.

Insight
True greatness isn’t just found in competition it’s earned in the everyday. In the mundane. In moments of joy and effort: a sunrise run, a solo fishing trip, a weekend music festival. These are the stripes we earn through living fully and authentically.

Idea
Reframe Oakley as a symbol of everyday greatness. Not just performance gear, but a companion for the passions, rituals, and real moments that define who we are. Because greatness isn’t just won it’s lived.