Oakley backs Square O campaign with extreme sports site

by Jacquie Bowser, Brand Republic 04-Aug-08, 11:40

LONDON - Sports brand Oakley has launched a microsite featuring web diaries of the six British extreme sport stars who star in its Square O marketing campaign.

Oakley.co.uk features blogs, event news and travel stories written by BMX rider Kye Forte, wakeboarder Ben Hitch, surfer Oli Adams and snowboarders Scott McMorris, Tyler Chorlton and Vicci Miller.

The athletes will personally update the diaries over the course of the year.

Personalised competitions and a 'nudge' function encourage visitors to interact with the athletes.

Campaign material from shoots in Devon, South Africa and Austria is used across the site to showcase Oakley's apparel and accessory collection, in particular the 'Square O' range.

Tom Cartmale, marketing manager at Oakley UK, said: "Oakley.co.uk is a unique experience for fans of all sports, not just core.

"It's a fascinating insight into the often unknown and inaccessible worlds of professional surf, wakeboard, snowboard and BMX, and a great showcase for our athletes and the Oakley products that they swear by."

The athlete microsite was conceived by London-based creative agency PartnersDBMA and produced by interactive design studio Sennep, with media planning from BJK&E.

It will be supported with an online ad campaign, which breaks later this week across MySpace, YouTube, Vice, Freecaster and Mpora.