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Tag: Oakley

  • Oakley launches ‘Artifacts from the Future’ campaign

    Oakley launches ‘Artifacts from the Future’ campaign

    MUMBAI: Oakley has announced the launch of its new campaign, ‘Artifacts from the Future’, featuring India’s Test Captain and rising icon, Shubman Gill. The campaign marks a new chapter for Oakley, introducing the next generation of performance-driven Products, designed for 2075 and delivered to 2025, all within the signature language that has defined Oakley for five decades.

    As a brand rooted in legacy that goes beyond sports to influence culture and push boundaries, Oakley continues to accelerate what’s next. With Shubman Gill leading the way, the campaign embodies Oakley’s bold spirit – celebrating innovation, confidence, and a vision for the future.

    The film features Gill wearing two key products, Plantaris and Lateralis. Plantaris is a high-wrap piece of future-facing art created to become an artifact in years to come. Engineering the eyewear was a process of natural selection, shaped by the creature-inspired aesthetics that form a visual code for Oakley. Its flexible silicone rear stem channels the raw power of a frog mid-leap, mimicking the muscle that drives its motion. Complementing it is high-wrap eyewear, Lateralis, a heritage-inspired, future-ready silhouette.

    Talking about the association, Oakley India senior brand business manager Sahil Jandial shared, “2025 is our 50-year anniversary. Fifty years into a legacy of transforming innovation into cultural icons, Oakley® is writing a new chapter. Artifacts from the Future represents how Oakley pushes the boundaries on design, while staying true to its roots. With Shubham Gill now spearheading Oakley’s philosophy, he embodies the spirit of performance at the highest level, with style and precision – not just as a remarkable athlete, but as a powerful force across social culture and sports.”

    Commenting on the campaign, Gill shared, “Through this campaign and with Oakley, we want to show that the future isn’t a far-off idea but something that we’re working towards. These designs feel like they’re made for a future set in 2075, but in fact they’re here with us today – combining Oakley’s legendary innovation with a bold, fresh look. I’m really excited to be part of this incredible journey that’s all about pushing limits and inspiring people to keep growing, whether on the field or in life”

    Behind this creative vision is Brandmovers India, who captured the essence of a futuristic world in stunning visuals and motion graphics. Suvajyoti Ghosh, founder and chief creative officer at Brandmovers India shared their thought process behind the campaign saying, “The brief this year fascinated us from the get-go with its possibilities. With a range that’s called ‘Artifacts from the Future’ we knew we had to build a whole world around the product itself and it was very exciting to dive into the process. It’s not everyday that you get an opportunity to explore futurism in Indian advertising, so much credit to the Oakley team to make this leap and taking us along in the journey.”

  • Shubman Gill gets specs appeal as Oakley’s new poster boy

    Shubman Gill gets specs appeal as Oakley’s new poster boy

    MUMBAI: India’s newly-appointed  test series captain Shubman Gill has added designer shades to his flashy cricket gear, becoming Oakley’s latest brand ambassador in a partnership that promises to give Indian sport a serious style upgrade. The young batting sensation, known for his elegant stroke play and unflappable temperament, is now the face of Oakley’s Artifacts from the future campaign—his first foray into the eyewear game.

    At 25, Gill has already established himself as one of cricket’s most promising talents, captivating fans with his consistency and composure under pressure. Now he’s set to captivate them with his choice of sunglasses too, joining an elite roster that includes football’s Kylian Mbappe, basketball’s Damian Lillard, and American football’s Patrick Mahomes II.

    “I’m very excited to join Oakley, a brand that stands for performance, progression and passion – values that resonate strongly with mine.,” said Gill. “Oakley has been an integral part of my cricketing journey every time I took to the field. The innovative lens and frames technologies in every Oakley help enhance performance, and I love how unapologetically stylish they are!” 

    Oakley senior brand business manager Sahil Jandial was equally effusive about the partnership. “Oakley is firmly rooted in sports, and is one with the culture and community of athletes pushing the boundaries of performance. Shubman, with his relentless pursuit for perfection and progression, is a great embodiment of the Oakley spirit. I am confident this partnership will inspire millions to stay the course till they become the best version of themselves…. And onwards from there!” 

    The timing is spot-on for Oakley, which is marking its 50th anniversary with the launch of its futuristic “Artifacts from the future” collection. The range includes the Plantaris, described as “a high-wrap piece of future-facing art,” alongside the heritage-inspired Lateralis and the minimalist Masseter—names that sound more like Roman gladiators than sunglasses.

    Oakley’s pitch is that these designs are “created for 2075 and delivered to 2025,” which is either brilliantly forward-thinking or the sort of marketing hyperbole that would make Don Draper blush. Either way, the California-based company, now owned by Luxottica, has built its reputation on innovation, holding more than 900 patents and establishing itself as the go-to brand for athletes who need to look good whilst performing exceptionally.

    For Gill, the partnership represents more than just a commercial opportunity—it’s a chance to influence India’s youth beyond the cricket pitch. His journey from promising youngster to established international star and now test Captain for India mirrors Oakley’s own evolution from a small garage operation in 1975 to a global lifestyle brand.

    The collaboration also reflects cricket’s growing commercial appeal, particularly in India where the sport commands massive audiences and generates enormous revenue. By aligning with one of the game’s stars, Oakley is betting that Gill’s influence extends far beyond the boundary rope.

    Whether this partnership will inspire millions to “embrace their true selves and push beyond limits”—as the press release breathlessly claims—remains to be seen. But one thing’s certain: in the increasingly style-conscious world of modern sport, looking the part is almost as important as playing it. And with Gill now sporting Oakley’s latest designs, cricket just got a little cooler.

  • Tata Mumbai Marathon gets Oakley, Nature Valley, GoDaddy as sponsors

    Tata Mumbai Marathon gets Oakley, Nature Valley, GoDaddy as sponsors

    MUMBAI: The countdown to the 2019 edition of the IAAF Gold Label Tata Mumbai Marathon has begun with the organisers launching it on 9 January. With a unique theme of ‘#BeBetter’ the marathon will take place on 20 January in Mumbai. The organisers announced that over 46,000 runners will be taking the roads of Mumbai for the marathon. The marathon is going to be a zero-waste event.

    The marathon has also found three new sponsors for this year’s event including GoDaddy as domains and online presence partner and Nature Valley as recharge partner along with Oakley as performance eyewear partner.

    From Nature Valley, General Mills managing director India and South East Asia Salil Murthy shared his thoughts on the partnership saying, “It makes a lot of sense for us to partner with Tata Mumbai Marathon because what the marathon stands for and what our brand Nature Valley stands for is basically the same. We want people to be more active. We (Nature Valley) are doing it in the US, where we are promoting hiking amongst the people, in the UK there is tennis, and in India, we are hoping to make people run more.”

    He went on to add, “Nature Valley has products like granola bars that are ‘delicious real recharge’. When you run a marathon you need that pick me up after a certain point of time as the distance is much longer. We hope to provide that recharge to the runners so they can reach the finish line.”

    Oakley head-sports marketing (India) Ashwin Krishnan, who is also prepping for some big launches in India in the coming months, reflected the same sentiments, “We need to go back to what Oakley stand for. We started with making grips for bicycles handles that specialised in tightening the grip as the hands sweated then we made sunglasses based on the inputs we took from several international athletes that are capable of colour differentiation and improving depth perception, etc. So basically, we aim to improve the performance of the athletes on the ground, be it while playing cricket or golf, or while running the marathon. Partnering with Tata Mumbai Marathon is in tandem with that goal of ours.”

    Speaking about the marathon Tata Sons group chief communications officer Pradipta Bagchi said, “The Tata Mumbai Marathon is the city’s way of celebrating achievement, perseverance, and commitment. The increasing participation from not just Mumbaikars in the Tata Mumbai Marathon, but from runners across the country and globe is a testament to the success of this IAAF Gold event in bringing together over 46,000 runners on one common platform every year in this city.”

    He further added, “Tata Mumbai Marathon inspires everybody to #BeBetter and is a great opportunity to engage with the community, connect with youngsters and create awareness about the importance of good health.”

    Tata Consultancy Services (TCS) vice president and country head – India business Ujjwal Mathur said, “This year has been momentous for Tata Sons, who celebrated at 150 years. And we at TCS celebrate 50 years of excellence. Like in the previous years, this year too we will have a large contingent of TCSers from across various geographies taking part in the Tata Mumbai Marathon. We will continue to raise funds for charity and create social awareness for health and fitness in the city. In the true sense, we will root for the spirit of Mumbai!”