Meta is a move to stay ahead of the curve and remain relevant in the ever-evolving eyewear industry
Oakley Appoints Travis Scott as Chief Visionary in Multi-Year Deal
Oakley, the American eyewear and performance gear label, has made a bold move by appointing rapper Travis Scott as its inaugural Chief Visionary in a multi-year deal. This partnership will see Scott and his Cactus Jack creative team take on the responsibility of shaping the brand’s future campaigns, classic designs, and upcoming eyewear and apparel lines. The move is reminiscent of Ray Ban’s appointment of rapper A$AP Rocky as its first Creative Director.
A Perfect Match: Travis Scott and Oakley
With the ongoing resurgence of Y2K style and sleek performance gear in the zeitgeist, Oakley has positioned itself perfectly to appeal to a new generation. And who better to lead the charge than Travis Scott, a ubiquitous Hip-Hop artist known for his alternative style and world-building abilities. Caio Amato, Global President of Oakley, believes that Scott’s inclusion of Oakley’s signature eyewear in his recent tours and appearances makes him the perfect fit for the brand.
A New Chapter for Oakley
In a statement, Amato said, “Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary – a title that speaks to creativity, belief, and purpose, to forge something that’s not only different – it’s defining.” Scott himself is excited about the opportunity to work with Oakley, stating, “Oakley’s design game is next level, and I had to be a part of that. We’re building something that blends legacy with the future – this is just the beginning.”
A Similar Move from Ray Ban
Oakley’s announcement closely follows a similar move from eyewear competitor Ray Ban, which appointed A$AP Rocky as its first Creative Director in the Spring. Just as Oakley’s selection of Travis Scott seems like a natural fit, Rocky’s earlier appointment at Ray-Ban also aligns with the eyewear purveyor’s strong classicism and vintage connotations. Both artists bring a unique and alternative perspective to their respective brands.
A Partnership with Meta
In addition to their creative partnerships, both Oakley and Ray Ban have also forged partnerships with Meta to introduce technologically advanced smart glasses. Oakley’s HSTN glasses, released on June 20, are positioned as “performance AI glasses,” while Ray Ban’s Orion glasses, set to be released in 2024, are designed for day-to-day use. This strategic move shows that both brands are committed to staying ahead of the curve and remaining relevant in the ever-evolving eyewear industry.
Get Your Hands on Limited-Edition Oakley x Travis Scott Merch
To celebrate the partnership, limited-edition Oakley x Travis Scott merchandise is now available on the rapper’s official website. The collection includes a faded t-shirt, black hoodie, and a poster pack, all featuring the Oakley logo. This collaboration is just the beginning of what promises to be an exciting and innovative partnership between two industry leaders.
