Oakley: Future Genesis | ComplexConverations

In the beginning, Oakley had a vision. The world Oakley created has remained strong for decades, but the real world around it changed. With renewed focus on rebellious optimism in a fragmented world, Oakley evolved with purpose. They brought along new collaborators to bring along these new proofs of concept into the hands of consumers. All along, they stayed true to that brand DNA. How’d they do it? This ComplexConversation is a unique master class about how Oakley innovated for the future while honoring the past.

Chapters

00:47 – 02:43: A primer on Oakley’s history
02:43 – 04:21: Original Max Fearlight commercial
04:21 – 6:29: What did this ad mean for the brand at the time?
6:29 – 10:28: Oakley partnerships with Michael Jordan and Dennis Rodman
10:28 – 13:19: Diamond Deshields remembers growing up with Oakley, family Oakley athletes
13:19 – 15:32: Bobby Hundreds’ memories of Oakley growing up in Southern California
15:32 – 20:46: History behind Overthetop , Medusa, Mars x Leather
20:46 – 22:11: Oakley Blade 2.0 Watch
22:11 – 25:10: Diamond Deshields on incorporating Oakley into WNBA tunnel fits
25:10 – 27:32: Bobby Hundreds on Pharell custom glasses purchased by Drake
27:32 – 29:14: What is Future Genesis?
29:14 – 30:34: Future Genesis video teasers
30:34 – 32:00: How Future Genesis is a platform for the brand in the future
32:00 – 36:49: Brain Dead collab with Oakley

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COMPLEX is a community of creators and curators, armed with the Internet, committed to surfacing and sharing the voices and conversations that define our new America. Our videos exemplify convergence culture, exploring topics that include music, sneakers, style, sports, and pop culture through original shows and Complex News segments. Featuring your favorite celebrities, authoritative commentary, and a unique voice, our videos make culture pop.