The
current ‘sport performance’ lineup contains no
fewer than seven distinct frame models, over a dozen condition-specific
lens tints, multiple lens shapes, and a virtually unlimited
number of color permutations that doesn’t even include
limited edition versions such as last year’s Retina
Burn or the soon-to-be-released
Atomic Orange. The line’s newest models, Radar and Flak
Jacket, have already become fixtures in the professional peloton
after just a single season with their stylish looks, superb
fit, and Hydrophobic hardcoating that keeps the lenses free
of sweat, dirt, and debris for crystal clear vision in any
condition.
“Our growth has been phenomenal,” says Oakley
Eyewear Brand Manager Andy McSorley. “Our brand is deeply
rooted in performance eyewear and we continually challenge
ourselves to raise the bar and push new boundaries. The success
of our Radar and Flak Jacket models is a direct result of
this philosophy.”
Just a small slice of the pie
Oakley’s no-holds-barred sport performance range may
represent the pinnacle of athletic eyewear, but it’s
far from the only collection in the company catalog that can
deliver the goods when push comes to shove. Other ‘pure
performance’ selections, easily identified by the elliptical
‘O’ icon, are more than capable of delivering
nearly the same functionality but are casual-looking enough
to comfortably make the transition from finish line to lineup
at the bar without missing a beat.
The square ‘O’ line pushes the lifestyle motif
even further with clean, uncomplicated looks, while Oakley’s
strong-yet-feminine ‘script’ women’s line
makes no concessions in performance to deliver its eye-catching
styles.
Whether designed to pound the pavement on the bike or hit
the street for the night, each and every offering in Oakley’s
lineup shares common features that have long been a hallmark
of the brand such as industry-leading optical quality combined
with cutting-edge aesthetics. In other words, while every
Oakley piece may not be suitable for every face, it’s
safe to say that every Oakley piece somehow manages to look
good on someone and it doesn’t make any compromises
in optical performance to do so.
As McSorley puts it, “No matter what activity you’re
doing, the fidelity of the optics is always going to be of
paramount importance, “Impact protection, fit and comfort
are all vital elements that we refuse to compromise on, and
advanced lens tints and technologies such as Hydrophobic ensure
that every measure of performance is elevated to the absolute
highest level possible.”
Making magic
Oakley’s reputation for excellent hasn’t come
by accident, though, and far more behind-the-scenes work goes
into each piece than most of the public realizes.
“It’s the meticulous task of maximizing each detail
that makes a great end product,” said McSorley. “There’s
no one little trick or feature hat makes the difference between
our product and a competitor’s product. It’s the
whole package. From design to engineering to R&D, no stone
is left unturned in our quest to create the best eyewear on
the planet. Essentially we try to eliminate any chance of
someone saying, ‘I like this, but…’ We eliminate
those ‘buts’. And that’s what I think it’s
all about. Somebody can look at our product and say, ‘you
know, this is absolutely everything I could ever want in a
sunglass, on every level.’ That’s our goal. And
I personally feel we’re pretty good at doing that, but
we can always do better. We always try to do better. “I
think that comes from the spirit of the athletes we work so
closely with, that relentless spirit to constantly improve
on what’s been done before, combined of course with
our strong, general distaste for mediocrity.”
What’s next?
Building on the successful launch of Flak Jacket and Radar
last year Oakley continues to set new benchmarks in sport
performance eyewear with the introduction of Enduring, a no-compromise
sunglass designed specifically for women, by women. “Rather
than simply reworking an existing geometry and painting it
pink, Enduring was engineered from the ground up in collaboration
with exhaustive fit trials and feedback from some of the world’s
finest female athletes,” continued McSorley, “Combined
with Oakley’s proven optical technology we’ve
created a highly-tuned solution for active women everywhere.”
2008 also marks the release of new cycling-specific lens tints
and technologies to tackle the unique environments found on
the road and trail. Positive Red Polarized uses a unique Iridium
mirror coating to reduce infrared light and create a psychological
cooling effect on the eyes, while the polarized filter cuts
harsh glare off the tarmac to reduce rider fatigue and improve
visibility at high speeds. For the dirt Oakley developed VR50
Photochromic, a lens that lightens and darkens to quickly
adapt to changing light conditions while the base tint enhances
contrast and depth perception in color range most commonly
encountered on the trail. Both tints will be available in
a wide variety of their sport models, including Radar and
Enduring.
The Oakley machine doesn’t look to be slowing down for
2009 either. “We have a few big surprises up our sleeve
for next year,” says McSorley. When pressed on what
those surprises might entail he simply stated: “The
design bunker is humming, sleep tight.” |
