48 hours ahead of the new season kickoff, NFL sponsor Oakley launched a new campaign called ‘Season Two: We Shape The Future’ promoting the start of the second year of the brand’s official on-field partnership with the USA’s biggest sport league.
‘We Shape the Future’, which seeks to unite Team Oakley athletes in their quest for victory and progress while under constant judgement about their impact, features a strong team of football stars – including Trevon Diggs, Aaron Jones, Derwin James Jr, Patrick Mahomes, Lamar Jackson, and Juju Smith Shuster – alongside clips of media pressure and, of course, a range of the brand’s latest NFL Collection of sports specs.
The creative, developed by agency Sept Studios, is fronted by a hero spot and seeks to drive viewers to the brand’s online purchasing platform for its licensed NFL Oakley gear at oakley.com.
Alongside the campaign launch the brand also pledged a donation to Kansas City Chiefs QB Patrick Mahomes’ ‘15 and the Mahomies’ foundation.
The campaign comes as Oakley enters the second year as an official on-field partner of the NFL and seeks to both unite Team Oakley in their quest for victory and progress and to offer a glimpse of the constant pressure and judgement these players are under.
“The haters will be proved wrong, I can tell you that,” said Lamar Jackson in the campaign press release. “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.”
“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 Oakley Global Marketing Director Ben Goss. “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.”
Comment:
The EssilorLuxottica owned sports performance brand’s four-year NFL partnership is based around providing players with technologically-advanced shields and eyewear powered by Prizm lens technology and for this season the NFL and Oakley have rolled out a new clear, plastic face shield for players’ helmets to help limit the spread of droplets and thus of Covid.
The brand promotes its latest range of performance and lifestyle eyewear and on the field NFL innovations include the ‘Prizm Clear Football Shields’ as well as its Officially Licensed NFL Eyewear product line available for all 32 teams which features Prizm, official team logos and team colour accents, plus NFL team microbags, leashes and cases are also available.
This new work follows on from the same brand sponsor and agency team’s 2019 football-themed PRIZM story campaign leveraging Oakley’s NFL deal to become an official on-field partner which required that all shields worn on the field must be Oakley PRIZM shields.
Stept also concepted and produced a campaign that which puts the viewer on the field and into the world of PRIZM for a stylized campaign that got nationwide attention.
The campaign featured Patrick Mahomes, JuJu Smith-Schuster and Derwin James, experiencing the game through their eyes and thus through PRIZM and was led by a hero spot and supported by an ‘NFL Behind The Scenes’ online film, digital OOH, social and online content.
Oakley NFL | Behind The Scenes from Stept Studios on Vimeo.
The hero ad has generated 2m views on Oakley’s YouTube page since it was posted on 27 August 2019.
In terms of media results, the campaign was featured in numerous general, sports and football publications including Bloomberg, CBS Sports, ESPN, Forbes and Sports Illustrated.
Links:
Oakley
http://www.oakley.com/seeitinprizm
https://www.youtube.com/user/oakley
https://www.instagram.com/oakley/
Stept Studios
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