Oakley Unveils Beyond Reason Campaign

Oakley has launched Beyond Reason, a new campaign that focuses on key athletes leading into sports biggest events this summer – honouring the inspiration and performance obsession that allows athletes to exceed limits and deliver the unexpected. 

Mike Crowell, VP of Marketing and GTM, said: ‘Oakley athletes achieve the unimaginable, and the Beyond Reason campaign will open the world’s eyes to the drive and passion that carries them over the top.’ 

‘We push the limits of innovation so our athletes and customers can exceed the limits of possibility. This campaign shows our athletes’ refusal to accept boundaries and their willingness to dream and invent in order to achieve beyond the realm of reason. Those are the same attributes of Oakley authenticity.’

Extending beyond this year, the campaign is being launched with the 2012 Olympics as an initial centerpiece and will showcase the introduction of RadarLock – a new performance sunglass designed to deliver comfort, performance and protection for athletes at every level. 

Switchlock Technology featured in RadarLock also enables athletes to change lens, enabling them to match their vision to the environment.

Already underway in the U.S., Oakley’s Beyond Reason campaign is now being launched in EMEA regions, most notably with Mark Cavendish in London and Oscar Pistorius in Cape Town.

Olaf Dunz, brand director Oakley Icon, added: ‘We will bring this iconic campaign and message of authenticity to new customers in new ways, and that includes taking full advantage of the power of digital media.’ 

‘We will also utilize point-of-sale, print and outdoor promotional opportunities. Supported across all channels, the campaign will continue for an extended time.’

This 2012 campaign will focus on performance sports before and during the Olympics, featuring key athletes, such as South African sprinter Oscar Pistorius, British cyclist Mark Cavendish and Spanish triathlete Javier Gomez. Non-Olympic athletes will also be celebrated, including legendary motorcycle racer Valentino Rossi, champion Formula One racing driver Fernando Alonso, and Sebastien Loeb, one of the most decorated rally drivers in history.