Oakley

Summary

Oakley is part of EssilorLuxottica: a global leader in the design, manufacture and distribution of ophthalmic lenses, frames and sunglasses. Here, the core team is pushing the boundaries of sport performance. Backed by the power of EssilorLuxottica they bring the latest in advanced eyewear technology and apparel innovation to athletes and other customers. They don’t just embrace new products, they make them. That’s why they continuously inspire their teams to own their skills, apply the latest technology and become experts in their sport or passion.

Oakley owner

Oakley, known for its high-performance eyewear, was founded by Jim Jannard in 1975, initially producing motorcycle grips before expanding into sports and lifestyle sunglasses. Today Oakley is owned by EssilorLuxottica, a global leader in the eyewear industry. EssilorLuxottica was formed through the merger of the French company Essilor and the Italian company Luxottica in 2018.

Oakley slogan

The slogan of Oakley is “See It in Prizm.” This slogan emphasizes Oakley’s innovative Prizm lens technology, which enhances color and contrast to improve visual clarity and detail. Oakley is known for its focus on performance, precision, and high-quality design, particularly in its eyewear products, and this slogan reflects its commitment to optimizing the visual experience for its users.

When did Oakley start?

Oakley was founded in 1975 by Jim Jannard in his garage in Orange County, California.

When was Oakley founded?

The brand began with the production of innovative motorcycle grips made from a unique material Jannard developed called “Unobtainium,” which provided superior grip and comfort compared to existing products. This material later became a signature feature in many of Oakley’s products. Jannard named the company after his beloved dog, Oakley Anne, giving the brand a personal touch. Over the years, Oakley expanded from motorcycle parts to high-performance eyewear, creating sunglasses that quickly gained popularity among athletes and outdoor enthusiasts for their durability, unique design, and cutting-edge lens technology.

History

Oakley was founded by James Jannard in 1975, in his garage, with an investment of $300. The young entrepreneur began by selling ‘The Oakley Grip’ out of the back of his car at motocross events and then diversified into gloves, grips, elbow guards, chin guards and goggles for the BMX and motocross communities. In 1980, Jannard launched a pair of goggles, ‘O-Frame’. With the ‘Oakley’ logo on its strap, the brand got increasing recognition throughout the sports industry.

In 1983 Oakley began selling ski goggles. Oakley’s debut sunglasses, ‘Factory Pilot Eyeshades’, was sports-oriented and released in 1984. The following year saw ‘Oakley Frogskin’, a pair of sunglasses made in Japan. The company went public in 1995 raising reported $230 million. In 1996 Oakley had a pricing dispute with Italian company Luxottica, the world’s largest eyewear manufacturers and retailers, and it stopped carrying Oakley’s products in their stores; consequently Oakley’s stock market value declined by a reported thirty-three per cent.

Per La Times, “Oakley’s advertisements cleverly sound the alarms. A retired slogan–“Thermonuclear Protection”–equated solar fusion with the kind of atomic devastation only the fittest Oakley consumer might survive. “Electromagnetic radiation is hurtling toward you at 186,282 mi per sec.,” warns a more recent magazine ad. “So we’ll get right to the point.”

Beneath a molten sphere that might be the sun, or might be an eyeball set ablaze, the reader learns about those “trillions of dangerous particles bombarding your eyes” and the immediate need for “the most advanced eye protection in the universe. Which is made, fortunately, here, on Earth. By Oakley.””

In 2001 Oakley acquired Iacon, Inc., operator of eyewear stores, Sunglass Designs, Sporting Eyes and Occhiali da Sole. Continuing in the same vein, Oakley inked a four-year collaboration to manufacture eyewear designed by themselves and Fox Racing in September 2004. That year, Jannard acquired Oakley stock rose to an estimated $2 million in 2004, $16 million in 2005 and $4.6 million in 2006, raising his stake in the company to about sixty-three per cent. In 2006, Oakley acquired Oliver Peoples, manufacturer of high-end eyewear for reported $55.7m and luxury eyewear retailer Optical Shop of Aspen.

“We won’t make more stuff just to sell more stuff,” Jim Jannard, founder and chair of Oakley, told Wired. “We’ll make more cool stuff because we’re so excited about the possibilities that we can hardly stand it. Becoming a billion-dollar company will be the inevitable result.”

In June 2007 Luxottica acquired Oakley in a deal worth reported $2.1 billion. The acquisition was formalised on November 15, 2007 merging the two companies into a powerful global force. Oakley became a wholly-owned subsidiary of Luxottica Group and as a result of the completion of the merger Oakley’s shares ceased to trade on the New York Stock Exchange.

Luxottica Group Chairman Leonardo Del Vecchio said in a company release: ‘This is a milestone for our group. Significant changes in market dynamics require industry leaders to perfect a mix of best-in-class products and marketing with technical and operational capabilities. Luxottica has long admired the Oakley business and corporate culture, inspired by founder Jim Jannard.’

Since, Oakley has expanded its product portfolio to cater to cycling, skiing, golf, and baseball, while maintaining its core appeal in motorsports and outdoor activities. The brand has also embraced the fusion of fashion and function, creating stylish eyewear that performs as well as it looks. Collaborations with athletes and exclusive partnerships have kept Oakley at the forefront of innovation. Additionally, sustainability has become an increasingly important focus, aligning with EssilorLuxottica’s broader environmental goals. The company has incorporated eco-friendly materials and practices in its production to reduce its environmental footprint while continuing to push the boundaries of performance technology.

Vision

Oakley’s vision to lead the eyewear industry toward sustainability reflects their commitment to innovation and environmental responsibility. Recognising the global demand for eco-friendly products, Oakley is focused on integrating sustainable practices into their manufacturing processes and material selection. The team is actively working to reduce their carbon footprint by incorporating recycled and renewable materials in their products without compromising the high-performance standards that the brand is known for. This forward-thinking approach not only addresses the growing consumer demand for sustainable options but also positions Oakley as a pioneer in creating environmentally conscious eyewear solutions. Their vision extends beyond producing sustainable products; it encompasses a holistic strategy aimed at promoting environmental awareness and advocating for industry-wide change.

A key aspect of Oakley’s success is their ability to offer a diverse range of lens colors and frame styles that cater to men, women, and children. This extensive variety ensures that every consumer can find eyewear that suits their personal style and specific needs. Oakley’s designs are not just about aesthetics; they are meticulously engineered to deliver optimal performance and comfort across a broad spectrum of activities. Whether it’s a pair of sleek frames for everyday wear or specialized lenses designed to enhance visual clarity in challenging environments, Oakley’s product lineup exemplifies their dedication to both functionality and fashion. This diversity in design and utility solidifies their reputation as a versatile and innovative leader in the eyewear market.

In addition to their commitment to sustainability and diversity in design, Oakley is renowned for their cutting-edge lens technology, particularly their Prizm line. Prizm lenses are engineered to enhance color and contrast, allowing users to see more detail and improve their visual experience in specific sports and environments. Whether it’s tracking a football on a sunlit field or spotting subtle changes in the water while fishing, Prizm lenses provide athletes and enthusiasts with a competitive edge. This technology underscores Oakley’s dedication to pushing the boundaries of innovation, offering tailored solutions that elevate performance and enjoyment in a variety of sports, including football, baseball, snowboarding, golfing, motorsports, surfing, and fishing. By combining sustainability, versatility, and advanced technology, Oakley not only meets the needs of its diverse customer base but also sets a new standard for the future of the eyewear industry.

Mission Statement

Oakley’s mission to provide products that excel in quality, safety, and affordability, while also being sustainable, reflects a multifaceted approach to innovation and consumer satisfaction. The brand is committed to delivering eyewear and accessories that not only meet but exceed the highest standards of performance and durability. By leveraging advanced technologies and rigorous testing, Oakley ensures that their products offer exceptional optical clarity and protection against harsh environmental conditions, making them a trusted choice for athletes and outdoor enthusiasts. Moreover, Oakley’s focus on affordability aims to make their premium products accessible to a broader audience, without compromising on the high standards that define the brand.

Sustainability is a core component of Oakley’s mission, reflecting their commitment to minimizing environmental impact while delivering superior products. The company actively seeks to incorporate eco-friendly materials and sustainable practices throughout their manufacturing processes, from sourcing recycled and renewable materials for their frames and packaging to optimizing production methods to reduce waste and energy consumption. Oakley’s approach to sustainability is not just about compliance; it’s about leading the way in creating a more responsible and sustainable future for the eyewear industry. By integrating sustainability into their mission, Oakley demonstrates that it is possible to achieve a balance between high performance, affordability, and environmental stewardship, setting a standard that other brands aspire to follow.

Products and Services

Oakley is renowned for its high-performance eyewear that combines cutting-edge technology with stylish design. Their product lineup includes sunglasses, prescription glasses, and goggles, each tailored to meet the diverse needs of athletes and outdoor enthusiasts. Oakley’s innovative lens technologies, such as Prizm™, High Definition Optics® (HDO®), and polarized options, enhance visual clarity and reduce glare, providing wearers with a superior optical experience.

The Prizm™ lenses, for instance, are designed to fine-tune vision for specific environments, optimizing contrast and color to help users see more detail whether they are on the road, trail, or water. Additionally, Oakley frames are constructed from lightweight, durable materials like O Matter™ and Unobtainium®, ensuring both comfort and longevity. This combination of advanced lens technology and robust frame materials sets Oakley apart as a leader in performance eyewear.

Beyond their core eyewear offerings, Oakley provides a range of specialized services to enhance customer experience and product performance. They offer custom eyewear options, allowing customers to personalize their lenses, frames, and even engravings to match their specific preferences and needs. This service is particularly popular among athletes who require tailored solutions to support their performance in various sports.

Oakley also provides a comprehensive warranty and repair service, ensuring that their products maintain their high standards of quality and durability over time. Moreover, their partnerships with professional athletes and sports teams reflect Oakley’s commitment to innovation and excellence, as they continue to develop products that push the boundaries of performance and style. Whether through their technologically advanced eyewear or their customer-focused services, Oakley consistently delivers exceptional value and expertise in the world of sports and lifestyle accessories.

Awards and Recognition

Oakley glasses, clear and sun, are known for their comfortable fit and design made to enhance the wearer’s athletic performance and outdoor experience. the brand has been recognised over the years for its innovative designs and groundbreaking technology in eyewear and sports gear. The brand’s commitment to pushing the boundaries of performance has been widely acknowledged within the sports and optical industries.

Notably, Oakley’s Prizm lens technology has received praise for its enhancement of color, contrast, and clarity, which significantly improves athletes’ performance across various sports. This lens innovation has set Oakley apart, garnering attention from top athletes and professionals who rely on precise vision during competition. Industry accolades have recognized Oakley’s forward-thinking approach and the way its products have reshaped visual standards for both sports and everyday use.

In addition to technological accolades, Oakley has been recognized for its design excellence, winning awards that highlight the brand’s distinctive combination of style and functionality. The company has won Red Dot Design Awards, which honor products that exemplify innovation, quality, and cutting-edge design. These accolades underscore Oakley’s ability to merge high performance with aesthetic appeal, reinforcing its status as a leader in the field. Oakley’s collaborations with top athletes, sponsorship of major sports events, and its presence in competitive athletics further cement its reputation as a brand synonymous with both excellence and reliability.

Key Team

• James Jannard (Founder and Chairman)
• Scott Olivet (CEO)
• Brity Punzal (CFO)
• Lehua Vivas (Patient Relations Manager)

References

• Official website Oakley
• The Ultimate Marriage of Performance and Style GQ
• Facebook page of Oakley Facebook
• https://www.wired.com/1999/12/oakley/ Wired
• A trip to planet Oakley LA Times
• For the young and fearless Oakley
• Olympian’s Sunglasses Vogue
• Sequential Buys Revo Brand From Oakley Inc. WWD
• Twitter page of Oakley Twitter
• Supreme O Wired
• YouTube page of Oakley YouTube
• Instagram page of Oakley Instagram
• Oakley Sells REVO Brand for $20M Orange County
• Wikipedia page of Oakley Wikipedia
• Oakley and Olympic Gold Medalist Kerri Walsh High Beam
• LinkedIn page of Oakley LinkedIn
• Brand History Oakley
• Market equity Forbes
• Oakley Agrees to Acquire Eye Safety Systems Inc. Globe NewsWire