Oakley Releases ‘A Story of Disruption’ Global Brand Film Narrated by Kevin
- First film signals launch of Disruptive by Design content platform -
FOOTHILL RANCH, Calif. -- May 20, 2014
Oakley, Inc. today released ‘A Story of Disruption’, a short film that
explores the Oakley brand philosophy and celebrates the company's most
ground-breaking product designs, from 1975 to present day.
Narrated by Academy Award winner Kevin Spacey, the film navigates from company
inception to future possibilities, maverick founder to game-changing athlete
icons, and pays tribute to nearly 40 years of industry disruption in a three
The release of the film signals the launch of a dedicated web platform on
Oakley.com/disrupt that will house additional storytelling content that
explores the people, places and products behind the Oakley brand. Further
films will take viewers inside the mind of Oakley “mad scientists” and behind
the blast doors of their fortified design bunker in Foothill Ranch,
Disruptive by Design is a global brand communication that spans advertising,
PR, content, events, retail, social and partnerships. Live in all markets, the
campaign includes alliances with WIRED, the leading technology and future
trend media brand, and designboom, Europe’s leading digital design magazine,
for co-created content and a design brief to find future industry disruptors.
"This is the beginning of an exciting chapter for the Oakley brand," said Tom
Cartmale, Global Brand Communications Director at Oakley. "We have stories
that need to be told and philosophies that should be shared, as they have the
power to inspire the next generation of innovators. We are excited to present
‘A Story of Disruption’ and bring people closer to the maverick mindset and
unconventional design thinking that is infused in our brand."
‘A Story of Disruption’ lives on Oakley.com/disrupt, along with further
innovative branded content and the #disruptivebydesign social feed. Visit
Oakley.com to learn more about the company’s performance and lifestyle
products for men and women. Also visit us at Facebook, Twitter, YouTube and
About Oakley, Inc.
Established in 1975 and headquartered in Southern California, Oakley is one of
the leading sports brands in the world. The holder of more than 600 patents,
Oakley is continually seeking problems, solving them with inventions and
wrapping those inventions in art. This philosophy has made Oakley one of the
most iconic and inimitable brands on the market, with innovations that
world-class athletes around the globe depend on to compete at the highest
level possible. Oakley is famed for its insuperable lens technologies such as
High Definition Optics® (HDO®) which is incorporated into all Oakley sun and
prescription eyewear, and all premium Oakley goggles. Oakley has extended its
leadership position as the world’s leading sports eyewear brand into apparel,
footwear and accessories collections. Laser focused on the consumer, Oakley
has both men’s and women’s product lines that target Sports Performance,
Active and Lifestyle consumers. Oakley is a subsidiary of Luxottica Group.
Additional information is available at www.oakley.com.
Global Brand Communications Manager
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