Abstract
- Oakley has appointed rapper Travis Scott as its inaugural Chief Visionary in a multi-year deal, entrusting him and his Cactus Jack inventive crew with shaping the model’s future campaigns, basic designs, and upcoming eyewear and attire traces.
- Together with each eyewear manufacturers forging partnerships with Meta for technologically superior good glasses, the transfer mirrors Ray Ban’s appointment of rapper A$AP Rocky as its first Inventive Director.
As a part of a multi-year partnership to push Oakley‘s visible and cultural id to the subsequent degree, rapper Travis Scott has been named “Chief Visionary” on the American eyewear and efficiency gear label. Tasked with crafting new campaigns and reimagining Oakley’s basic catalog, the ever present Hip-Hop artist and his Cactus Jack inventive crew will probably be a central affect on the model’s future eyewear and attire.
Citing his function in inserting Oakley in a brand new mild with the inclusion of its signature eyewear in his latest excursions and appearances, Scott was a thought-about selection for the label. Caio Amato, International President of Oakley, stated, “Right now marks a daring new chapter in Oakley’s historical past as we proudly welcome Travis Scott as our Chief Visionary — a title that speaks to creativity, perception, and goal, to forge one thing that’s not solely completely different — it’s defining.”
With the continued resurgence of Y2K type and smooth efficiency gear within the zeitgeist, the model has occupied a first-rate place to intensify its modern enchantment for a brand new era. On his bold imaginative and prescient for Oakley’s subsequent steps, Travis Scott stated, “Oakley’s design sport is subsequent degree, and I needed to be a part of that. We’re constructing one thing that blends legacy with the longer term – that is only the start,” in a press release.
Oakley’s announcement intently follows an identical transfer from eyewear competitor Ray Ban, which appointed A$AP Rocky as its first Inventive Director within the Spring. Simply as Oakley’s choice of Travis Scott comes throughout as a becoming selection as a result of his various type and robust affinity for world-building, Rocky’s earlier appointment at Ray-Ban additionally aligns with the eyewear purveyor’s robust classicism and classic connotations.
Following Rocky’s inaugural Ray Ban Wayfarer Puffer marketing campaign launched yesterday, Oakley didn’t waste a second to tease what their Chief Visionary will carry to the model. Out there now on the official Travis Scott web site, Oakley’s brand is emblazoned on a pale t-shirt, a black hoodie, and a limited-edition poster pack.
Nonetheless, the rapper-creative director bundle isn’t the one space the place the 2 eyewear makers have aligned — each have additionally partnered with Meta to introduce technologically superior good specs. Whereas the Oakley x Meta HSTN unveiled on June 20 is positioned as “efficiency AI glasses,” the Ray Ban x Meta Orion glasses unveiled in 2024 had been positioned for day-to-day use.
On a bigger scope, the strategic tie-up with Travis Scott builds upon latest efforts at Oakley to widen its enchantment with high-involvement collaborations, particularly by way of Oakley Manufacturing facility Staff — its joint line with Mind Lifeless. The particular assortment’s alien-like Flesh mannequin and different variants have loved recognition for his or her youthful, modern edge — a sensibility that’s prone to proceed flourishing underneath Scott.
Different notable Oakley collaborations from the final yr embrace an eyewear and attire capsule with Parisian-running model SATISFY, and a snowboarding capsule with London skate model Palace. Whereas sitting in fully completely different sporting communities, each symbolize extremely devoted buyer bases rooted in shared pursuits and actions outdoors of the model.
In mild of as we speak’s community-centered shopper tradition, may a motion in direction of long-term integrations that immerse type leaders into the model’s world be an antidote to collaboration fatigue?
