Oakley Teases a New Look for the Brand With Launch of Future Genesis
A platform dedicated to telling Oakley’s stories.
Oakley is gearing up to revamp the brand’s aesthetic and direction with Future Genesis. Described as a storytelling platform, the California sunglasses brand will use Future Genesis as a hub for sharing all of the innovations it’s working on, from technology to product design, along with exciting collaborations and partnerships.
In tandem with the launch of Future Genesis, Oakley has shared two short films that pay homage to its original 1992 promotional film, Max Fearlight.
Three decades on, Max sports the vintage Oakley Medusa goggles and helmet set, a legacy product from the brand, as he emerges from a bunker. Another film introduces another adventurer in the family, his daughter, Maxine. She wears a digital model that inspired Oakley’s real-life 13:11 sunglasses, which will debut in 2024.
Oakley plans to continuously put out short films via Future Genesis leading up to its 50th anniversary in 2025.
Check out one of Oakley’s new Future Genesis short films above.
