Oakley announces details of Disruptive by Design brand platform

Oakley, Inc. announced details of the Disruptive by Design brand platform and said its next goals and intention for the future comprise three key pillars of innovation.“We will open our blast doors for the first time, celebrate our legacy and culture of disruption, and set out our blueprint for future innovation,” said Oakley CEO Colin Baden.“Disruptive by Design is laying the foundation for the future” Baden said.. “Our total number of design and utility patents issued and applications pending is close to 1000, and 200 of those were amassed over the last two years. We now have our sights set on three key innovation pillars: Enhanced Vision, Digital Eyewear and Customization. This is the beginning of a new era of brave design and disruptive technologies from Oakley”.The ideals and spirit of Disruptive by Design are expressed in an integrated global campaign that embraces all situations when consumer meets brand.Tom Carmale, global brand communications director, said “we will proudly define our place in the wider community of disruptors and explore new ways of expressing our brand philosophy and engaging with global consumers through immersive content, live experiences and brand partnerships”. The advertising campaign starts this March featuring Oakley founder Jim Jannard at Oakley’s One Icon headquarters. The presentation will be accompanied by plans and sketches of unpublished designs of the company’s first inventions.