Situation: An over saturated environment where all competitors are focused on performance and results.

Brief: Establish a new brand platform that allows us to stand out from the crowd.

Objectives: Cause unmistakable disruption through bold statements that engage & connect with a broader audience.

An ode to the love of sport.

To remind the world why we do what we do, Oakley turned to the universal language of love; music.

Inspired by a classic, Oakley reimagined Bob Marley’s iconic anthem for unity: One Love. The reworked verses were co-written by the athletes themselves including Diamond DeShields, Ryan Sheckler, I´talo Ferreira, Caroline Buchanan, Oksana Masters and more, with each line drawing on their own raw, personal - sometimes painful - relationships with their sport.

Their stories were channeled through the powerful vocals of British-Jamaican singer, Celeste and released across all streaming platforms. The music video frames the passion, determination and unseen sides of professional athletes through never before seen personal archive content.

One Love paved the way for new acts of love spearheaded by the brand and their roster of athletes, to inspire positive change in the world of sports under the message; #ForTheLoveOfSport

Love. A story told a thousand times, but never through the lens of sport. And yet sport has never needed love more.

The pressure in sport can feel insurmountable with up to 35% of elite athletes suffering with a mental health disorder at some point in their career. Even our kids are feeling the strain and giving up sport at an unprecedented rate.

One Love is an evolution of Oakley's brand signature; 'One Obsession'.

Love being a relatable and universal feeling and what sparks every athletes story.

One Love paved the way for new acts of love spearheaded by the brand and their roster of athletes, to inspire positive change in the world of sports under the umbrella; #ForTheLoveOfSport.

The Oakley One Love campaign was released in August 2020 and broadcasted through the channels of the brand, the artist and the athletes across YouTube, Instagram, Facebook & DSPs at a global scale.

Reach: 8.1 Millions views

Impressions: 187 Millions

PR: 69 Press articles