Oakley is no stranger to the art of scintillating sci-fi stories with the brand’s products appearing in movie blockbusters such as the X-Men franchise, Blade II, Terminator: Salvation, Transformers and more. Even its products are designed as if they’re from another world – the Over the Top, the Mars X-METAL and the Penny models are prime examples. Now embarking on a new storytelling venture, Oakley presents its own awe-inspiring tale titled, Future Genesis: Chapter One. This innovative project marks a turning point for Oakley, seamlessly weaving its rich, nearly 50-year heritage with the limitless potential of its design and product innovations.
The continuing saga, set in the aftermath of the original 1992 Max Fearlight project and preceding teasers released in 2023, takes the form of a captivating animated film and a sneak peek comic developed in collaboration with Dark Horse Comics, a company known for its groundbreaking graphic novels. This multifaceted release bridges the gap between Oakley’s established legacy and a future envisioned as “protopian” – a world striving to be demonstrably better than the present.
Within this narrative journey, Max Fearlight, a character emblematic of Oakley’s unwavering spirit, undergoes a transformative evolution that mirrors the brand’s own trajectory. Chapter One transcends mere entertainment – it serves as a roadmap for Oakley’s vision, influencing everything from retail experiences to cutting-edge product development. “This is more than a story and a campaign; it is a framework with a brand vision translated towards a limitless future and into the real world,” Brian Takumi, VP of Creative & Soul at Oakley said. “From the renovation of our Foothill Ranch Lobby and global stores to product design and innovation, it is the beginning of reimagining everything for Oakley.” Max, along with his wife Sasha and daughter Maxine, embodies the spectrum of perspectives – cautious wisdom, unwavering optimism, and boundless curiosity – that define the very essence of the legacy brand.
“It is the beginning of reimagining everything for Oakley.”
The partnership with Dark Horse Comics signifies Oakley’s bold foray into new avenues of storytelling. This collaboration results in a thrilling preview comic offering a glimpse into the enthralling Future Genesis storyline, slated for release in late May. Cara O’Neil, Vice President of Marketing at Dark Horse Comics, expresses her enthusiasm for the world of Future Genesis through this groundbreaking collaboration.
Future Genesis blurs the lines between imagination and innovation, hinting at what’s next for Oakley. Look for hidden clues (Easter eggs) in the visuals – glimpses of cutting-edge designs and technologies that promise to reshape the brand’s future. These exciting product teases will be unveiled later on. Starting May 21, join Maxine on a captivating adventure, where hope emerges amidst the challenges she faces.
Oakley’s dedication to innovation goes beyond this project. They’re inviting you to be a part of their unfolding story. Join Oakley and Maxine as they explore new possibilities and navigate the ever-changing landscape.
Be one of the first to witness Oakley’s future by tuning in to Future Genesis: Chapter One at www.oakley.com/futuregenesis.
