Case Study: Oakley

Oakley Logo

In 2003, Oakley was a wholesale-only brand based in LA. They sold their products in a handful of niche, hand-picked stores. In 2007 Oakley was acquired by Italian eyewear manufacturer Luxottica for $1.2bn. Since then Oakley has opened its own retail stores worldwide, with a flagship store in Covent Garden, and has become a household name synonymous with sport performance and latterly, fashion.

Throughout this expansion and immense change Mineral Creative has consistently produced great and varied creative content for Oakley. This includes:

Print and digital ads, websites, social media content, photography, video, events, retailer website takeovers, underground station takeovers, building wraps, retail bags, retail windows design and installation, Heathrow and Gatwick airside installations, exhibitions, London 2012 marketing and POS, internal communication, in-store graphics and installation.

You name it, we’ve produced it! Here are just a few highlights:

Oakley Kevin Pietersen Plaintiff sunglasses print ad

Product Launch – Plaintiff with Kevin Pietersen

Kevin was photographed by Rankin. We retouched the images of Kevin and shot the new product. The launch consisted of a VIP evening event at the flagship store, window displays in all of Oakley’s five stores, World Duty Free installations, point of sale, print and digital ads.


Product launch – Milestone with Mark Cavendish at Vision Express

A massively successful launch for Oakley. For this press launch we were tasked with finding a way of engaging the press and invitees. We devised a static cycling race on interactive rollers, played out in real-time via two screens. The fastest person got to race Mark Cavendish in the final. In-store we also produced a video, point of sale and a product hero area.

Oakley Mark Cavendish Vision Express Milestone Launch

Oakley Ferrari digital ad, Disruptive by Design

Digital ads –  Ferrari frames

One of the many digital campaigns we have produced was for the launch of limited edition Ferrari designed frames. The ads played an embedded video of the frames being made and worn by Ferrari F1 drivers.


Out of Home (OOH) –  Brand

Mark Cavendish and Jawbone eyewear. Just one of the many premium 96 sheet Out of Home sites we have produced over the years.

Oakley One Obsession Mark Cavendish OOH Advertising Brick Lane

Luxottica Milan Store

Designed and produced videos for the Oakley branded store at the base of Luxottica’s Milan HQ.


Tour de France Launch at Harrods

Harrods have spaces in the Sports Floor that we took over for the launch of TDF. At the top of the escalators is a large area in which we installed a bespoke stand championing the TDF with Lance Armstrong’s (an Oakley sponsored athlete at the time) bike centre stage. We also showcased the product in the corridor that leads to the sport sales area. No drugs were involved.

Oakley Harrods Tour De France POS Lance Armstrong