LAUNCHING OAKLEY FUTURE SPORT PROJECT
With an impressive legacy in sports and technology, Magnum worked with Oakley to bring to life their new campaign called Disruptive by Design.
Oakley launched a new global campaign, Disruptive by
Design, which was implemented across
all countries including Australia.
Whilst Oakley has maintained a leading role in sports performance wear for the last 30 years, the brand identified the need to focus on innovation and technology via a highly engaging global campaign.
Our brief was to work with VICE to activate the campaign locally and to lead PR efforts to ensure maximum cut-through to the brand’s target audience.
Magnum partnered with VICE and amplified collaborations between leading technology/design experts and three athletes to publicise the future of their sports. Prototypes of creations designed to enhance each athlete’s abilities to perform and push the boundaries in their respective fields were developed and unveiled at a large scale event.
Magnum managed the media component of the event (which included a press conference) to launch the concepts hosted by Shaun White. This was supported by a solid media relations campaign.
The resulting coverage reached 38.2 million with more than 500 media, celebrities/influencers attending the event. Earned media value was $541,000+.