Oakley launches summer ad campaign with freesport athletes

by Staff, Brand Republic 29-May-08, 17:05

LONDON - Oakley, the sports brand, has launched an integrated UK marketing campaign featuring six top British freesport athletes.

The campaign centres around the lives of BMX rider Kye Forte, wakeboarder Ben Hitch, surfer Oli Adams and snowboarders Scott McMorris, Tyler Chorlton and Vicci Miller.

The ads, which span retail, digital and point-of-sale, aim to show the aspirational lifestyles of each athlete on location in Devon, South Africa and Austria as they relax, train and compete.

The digital element of the campaign features six individual web diaries where consumers can follow the athletes over the course of the year and see the latest Oakley products in action.

The diaries are hosted by a microsite which is linked to Oakley's existing channel on social network site Bebo, encouraging users to broaden their brand experience.

The product focus of the campaign is Oakley's growing lifestyle collection, in particular the 'Square O' sports-fashion eyewear and a full apparel and accessory line for men and women.

The campaign was developed by PartnersDBMA working alongside online agency Sennep and media agency BJK&E. Print and online advertising across men's lifestyle and sports media will appear throughout the summer, while bespoke window displays and point-of-sale collateral will roll out across wholesale channels and Oakley's flagship stores in Covent Garden and Bluewater.

Tom Cartmale, marketing manager at Oakley UK, said: "There is no better way to bring our brand to life than through our athlete ambassadors. They project Oakley's rebellious attitude and style, on and off duty, and encourage our consumers to do the same."