Oakley has always had a home in professional athleticism. Our challenge was to reconnect Oakley with everyday athletes.

Tirelessly plugging away, the ‘committed’ put everything else to the wayside in the name of their sport. Our objective was to acknowledge this sacrifice, to hero it, to tell people that it’s OK in the name of obsession.

It’s OK began life as a manifesto, and then one day - we don’t know why - someone just started singing it in the office. From that moment on, it was the lyrics to a song. We set out on a quest to find the voice.

Enter Krystle Warren, a Paris based American crooner. She sent us a demo that she’d sung into her phone, which she described as “a mauve moment”.

We were sold.

From there, we decided to make a music video - not 'sports content'.

The adventure had begun.

Pursuing your sport is no fairytale. It’s hard work, blood, sweat and tears. It’s sacrifice.

Without a big sponsor deal it can be even harder. Something’s gotta give; your work, your personal life, your sleep-ins.

We talked to real athletes who told us their war stories. We wrote the song for them, an ode to their obsession. Our way of saying ‘we see you’.

5 Olympic athletes

48 everyday athletes

10 sports disciplines

13 days of shooting

3 continents

39 hours of rushes

24 rolls of 8mm film

10m deep: lowest shot

4200m up: highest shot

1 broken nose

1 broken knee

1 heart attack…no shit!

1 original song composed

28 piece orchestra to record it

200 people involved

150 pieces of content produced

We released globally on YouTube, Facebook and Instagram on the same day and were humbled by the response.

It’s OK has amassed over 40 million online video views, and fuelled dialogue amongst professional and everyday athletes alike – connecting through the real moments of their journey.

The lyrics written for the original soundtrack resonated so highly with audiences, Oakley later released the song on Spotify.

The film made waves online with over 103 million social interactions, plus headlines across a variety of international digital and print publications.