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Oakley Unites the Best of the NFL for 'We Shape the Future' Campaign

Production Company
Los Angeles, USA
Oakley invests in the future of football with 2020 season campaign from Stept Studios

Today, Oakley, a leader in sport performance and optical innovation, launched the brand’s 2020 NFL campaign, ‘We Shape The Future’ – honouring the dominant on-field performances of Team Oakley’s football athletes and their influential and steadfast leadership off the field. The campaign is headlined by Patrick Mahomes II and Lamar Jackson and features JuJu Smith-Schuster, Derwin James Jr., Aaron Jones and Trevon Diggs. 

With a commitment to invest in the future of football, the campaign welcomes two new young faces to the already star-studded lineup of Oakley football athletes: Aaron Jones, running back of the Green Bay Packers and Trevon Diggs, rookie cornerback of the Dallas Cowboys. Along with the athlete signings, Oakley has also announced new team partnerships: the Green Bay Packers, Dallas Cowboys and Baltimore Ravens. 

Entering the brand’s second year as an official on-field partner of the NFL, ‘We Shape the Future,’ unites Team Oakley in their quest for victory and progress while under constant judgement about their impact. Team Oakley athletes have potential to be some of the greatest players that ever played the game, and together, they have the ability to shape the future. 

“The haters will be proved wrong, I can tell you that,” said Lamar Jackson. “I am energized by the possibility of the future. Relentless hard work, hustle, love of the game and vision – that’s what I will bring today and every day.” 

Patrick, Super Bowl LIV Champion and MVP, has proven that he is a visionary on the field, but in a year with so much uncertainty and doubt, he has also demonstrated that he has a plan to ignite change off the field. “It’s bigger than football,” says Patrick. “It’s important that we all work together to shape the world into a better place. The time is now.” 

As a brand that believes in ONE team and supporting the voices and visions of our athletes, Oakley has pledged a donation to Mahomes’ foundation, '15 and the Mahomies,' and their fight to improve the lives of all through equal opportunity. 

Says Stept’s Adam Rachlitz, head of creative/ECD, "The campaign for the Oakley NFL collection was one that could have presented a challenge given the current restrictions for a production like this. We crafted a strategy that leaned into our photography and post services, so that we could still pull off an entertaining and impactful campaign, but with a smaller team, less risk but still a great final product. We were pumped, Oakley saw our vision and partnered with us to pull it off.”

“Our support of Team Oakley doesn’t end when the whistle blows – it is unwavering day-in and day-out, on and off the field,” said Ben Goss, Oakley’s global marketing director. “We will continue to innovate on the product side and push the boundaries of sport and style, while standing for ONE team because we believe that together we can and will shape the future.” 

As a brand that creates and develops performance and lifestyle eyewear, fans can expect to see Oakley innovations on the NFL field in PrizmTM Clear Football Shields and off the field in everyday life. The brand also has an Officially Licensed NFL Eyewear product line, available for all 32 teams that features PrizmTM, official team logos and team colour accents. NFL team microbags, leashes and cases are also available. 

For more information on Oakley’s football and lifestyle collection, Prizm technology and Team Oakley, visit here.  

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