Oakley, Inc.
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| Type | Subsidiary |
|---|---|
| Industry | Sports Performance |
| Founded | 1975 |
| Founder(s) | Jim Jannard |
| Headquarters | Foothill Ranch, California, USA |
| Key people | Jim Jannard - Chairman[1] Colin Baden - President |
| Owner(s) | Luxottica Group S.p.A., Milan, Italy |
| Website | http://www.oakley.com |
Oakley, Inc., based in Foothill Ranch, California, makes sport equipment including sunglasses, sports visors, and ski goggles, as well as watches, clothing, bags, backpacks, shoes, prescription glasses, football (American) and hockey eyewear, Golf gear and other accessories. Oakley currently holds more than 600 patents for eyewear, materials and performance gear.[2]
The main competitors of Oakley are Wiley X, Marchon Eyewear, Safilo, Signature Eyewear, Nike, Reebok, Quiksilver, Billabong and Adidas.[3]
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[edit] History
Oakley was started by Jim Jannard in 1975 in his garage with an initial investment of $300. The name Oakley came from Jannard's dog, an English Setter. Jannard began by selling what he called 'The Oakley Grip' out of the back of his car at motocross events. His motorcycle grips were unlike other grips available at the time, using a patented material known as 'Unobtanium', a unique creation by Jannard. The material is still used to make the earsocks on Oakley glasses, and many of the nose pieces. Oakley went on to produce number plates, gloves, grips, elbow guards, chin guards, and goggles for the BMX and Motocross communities.
In 1980, Jannard released a pair of goggles called the O-Frame. With the 'Oakley' logo present on the strap, the brand garnered increasing recognition and prominence throughout the sports industry.[4] In 1983 Oakley began selling ski goggles.[3]
The first Oakley sunglasses, Factory Pilot Eyeshades, were sport-oriented, resembling goggles. These were followed by the Oakley Frogskin, a casual sunglass style.
The company went public in 1995, after Jannard gave himself a bonus of $21 million. He kept 64.8 % of Oakley Inc. which was valued at about $820 million. As a result, Jannard became the second richest Orange County resident with holdings valued at $627 million.
Oakley signed a four-year agreement to manufacture eyewear designed by themselves and Fox Racing in September 2004.[5]
In 2006, Oakley acquired the Oliver Peoples group, a manufacturer of high-end fashion branded eyewear.
On June 21, 2007, Italian group Luxottica announced a plan to merge with Oakley in a cash deal worth $2.1 billion, and the deal was completed on November 15, 2007. Oakley is now in the portfolio of Milan-based Luxottica group, along with other brands such as Ray-Ban, Persol, and Vogue.[6]
During the preparations for the ultimately successful rescue of 33 miners trapped for 10 weeks in a Chilean mine in October 2010, a journalist covering the story contacted Oakley about donating sunglasses to the rescue effort, aware that the miners would need eye protection after having spent weeks in darkness. Oakley donated 35 pairs of its Radar sports glasses, fitted with specially selected tints.[7]
Oakley maintains a large sports team roster that includes some of the World's top athletes in various sports. A few notable examples include: Balaram Stack, Shaun White, Ichiro Suzuki, Dorien Walker, Lance Armstrong, Ricky Carmichael, James "Bubba" Stewart, Gretchen Bleiler, Ian Poulter, Rory McIlroy, Juan Pablo Montoya, Dario Franchitti, Ryan Sheckler, Lolo Jones, Jordy Smith, Bob Burnquist, Martin Truex Jr, Adrián Fernández, Samantha Stosur, and Lindsey Vonn. Some past notable Oakley athletes include Michael Jordan, David Duval, Jon Olsson and Eric Koston. Most of Oakley's technological designs, fashion pieces, gear, etc. were developed with extensive athlete input and testing in the field - including extreme conditions.
Oakley also maintains US Standard Issue, which provides US military and law enforcement eye protection. Very popular amongst US combat troops, Oakley M Frame sunglasses are included as part of the US Army Authorized Protective Eyewear List (APEL), and have been assigned an NSN number for ordering through military supply channels. Additionally, the company's dedicated Military Division maintains a field Research and Development Team that works closely with the United States' Elite SEAL Teams to develop high tech gear solutions for the Armed Force's special forces and regular personnel.
[edit] Oakley product testing
Oakley sunglasses comply with and exceed the ANSI Z87.1 requirements for impact and high impact protection. All Oakley glasses must pass three tests before being produced for sale.
The impact protection is one of the main tests that Oakley eyeglasses must pass. Most of the Oakley models also comply with Canada's CSA Z94.3-02 protection standards.
Oakley lenses and frames are designed to protect against impact, sun and wind. The lenses are made of a patented material, called PlutoniteTM, that characteristically filters out 100% of all UVA, UVB, UVC and harmful blue light up to 400 nm. Even in its natural state (with no lens tint).[8] Plutonite also delivers unrivaled impact protection - one reason why Oakley eyewear is the gear of choice for world class athletes, military personnel, law enforcement and more.
Oakley's High Definition Optics (HDO) is a collection of patented technologies that allow the eyeglasses to pass all ANSI Z87.1 optical standards. HDO technology is claimed by the company to use three-dimensional imaging to ensure that each part of the lens in the Oakley prescription eyeglasses will adhere to a consumer's prescription with no unintended magnification.[verification needed]
[edit] Oakley's Prominent Music/Entertainment/Celebrity Family
Oakley enjoys a prominent collection of "family" in the Entertainment industry: From A-list actors, models, global music artists to TV stars...all of which represent the brand by choice and relationship.
In music, Music Artists/Producers Lil' Jon, Cisco Adler, Shwayze, Wally Lopez, Kate Voegele, DJ. D. Seven and more are Oakley collectors and spokespersons/models for the company. Some have several signature Oakley eyewear models. Additionally, its overall music family extends to all ends of the music spectrum - from Skylar Grey, Pitbull, T-Pain, Mike Posner and more.
In Winter, Oakley's Alternative/Entertainment program takes over Park City, Utah during Sundance Film Festival - and puts on the famous "Oakley Learn to Ride" event during the Festival's first week. Oakley Action Sports Stars, like Danny Kass and the Dingo, take Oakley family celebrities and teach them to snowboard or ski - after a customized fitting of premium Oakley Snow Outerwear and other gear at the "Downstairs" venue in Downtown Park City. The stars and Oakley's global athletes collide in a fashionable, glamorous - yet laid back environment - away from the Paparazzi and the Festival's chaos.
[edit] The United States Olympic Team: Official Partner
Oakley is officially a part of the United States Olympic Committee - providing official eyewear to the team for the 2012 Olympic Games in London and beyond. For its intensive focus on the performance of its athletes, the brand has long been trusted by its previous Olympic athletes. With the entire US Team included for 2012 (with marquee Oakley-specific athletes like Kerri Walsh, Bryan Clay, Lolo Jones, etc.), the brand's presence in the Olympics will be even more heightened. Officially licensed team eyewear for Great Britain will be sold in London during the games and Team USA eyewear will be available throughout the United States.
[edit] Product Placements
Oakley sunglasses have appeared in many movies (particularly action films), including the X-Men series, Mission: Impossible 2, Blade II, Black Hawk Down, Spider-Man, Wanted, G.I. Joe: The Rise of Cobra, The Book of Eli, G.I. Jane, Green Zone, The Taking of Pelham 123, The A-Team (new version), and is worn by the operators in Medal of Honor (2010 video game). Also worn by the Power Rangers as futuristic glasses called Visual Scanners in the 2001 TV series Power Rangers: Time Force.
Poker player Phil Hellmuth is sponsored by Oakley.
Weezer mentions Oakley in their song Pork and Beans.
In the first-person shooter video game, "Call of Duty: Modern Warfare 3," the tan Oakley hard knuckle gloves are being used by the Delta Force characters.
In the first-person shooter video game, "Battlefield 3," the tan SI Assault Gloves are worn by the Marine Force Reconnaissance and is shown on the cover.
In the third person shooter game, Ghost Recon: Future Soldier Tan SI Assault Gloves are worn by the Operators.
[edit] Counterfeit Oakleys
Oakley's sunglasses are often counterfeited and sold in markets globally. Counterfeit Oakleys are often referred to as "Foakleys", "Fauxkleys", "Fakleys" or "Jokeleys."
[edit] References
- ^ Oakley Profile
- ^ "Oakley Company Profile". http://www.oakley.com/about/profile. Retrieved 28 June 2011.
- ^ a b "Oakley Inc.". http://www.fundinguniverse.com/company-histories/Oakley-Inc-Company-History.html. Retrieved June 9, 2010.
- ^ Oakley History
- ^ "Fox Racing Signs Sunglasses Deal With Oakley." Bicycle Retailer. 7 September 2004
- ^ Luxottica
- ^ Associated Press (2010-10-13). "Sports Sunglasses Can Aid Chilean Miners' Transition". Fox News Channel. http://www.foxnews.com/scitech/2010/10/13/sports-sunglasses-aim-ease-miners-transition/. Retrieved 2010-10-14.
- ^ "Industrial M Frame". http://www.oakley.com/pd/5544. Retrieved 2010-06-09.
