Luxottica-owned sports lifestyle brand Oakley has launched a new campaign called ‘One Obsession’ which aims to inspire consumers to live out their passions.
Launched on 17 February and running through 2015, the multi-channel brand campaign spans 22 countries and includes digital, social, advertising, outdoor, retail activations, live events and a digital experience on oakley.com/one-obsession.
Centred on the topic “where does your obsession take you?”, a hashtag #LiveYours has been created to encourage fans to join over 450 Oakley athletes in sharing and celebrating their physical places of obsession around the world – from a remote mountain peak, backyard trail, secret surf spot or suburban garage. Oakley will reward #LiveYours contributions and those who are living out their obsession with surprise experiences and access to athletes who inspire them.
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The Oakley One Obsession campaign encourages the use of the #LiveYours hashtag and stars athletes such as surfer Gabriel Medina in their physical places of obsession |
The campaign also features a film starring professional and non-professional athletes in a series of cinematic and intimate portraits. It debuted on 17 February on Oakley.com and all social and digital channels, with athlete stories of inspiration unfolding throughout the year across multiple disciplines, including skateboarder Eric Koston, surfer Gabriel Medina, cyclist Mark Cavendish, all-star baseball player Matt Kemp, Moto GP champion Marc Marquez, cricketer Virat Kohli and badminton player Lin Dan.
Beginning this month, One Obsession will be brought to life with the opening of three brand hubs created for the community to live out their passions in skateboarding (Los Angeles), urban cycling (London) and baseball (New York).
“Oakley celebrates those who relentlessly pursue their passions and we encourage others to do the same,” said Oakley SVP of Marketing David Adamson. “With One Obsession, we are excited to facilitate conversations with professional athletes – enabling them to connect with consumers through new, shared experiences.”
