Summary

• Oakley has appointed rapper Travis Scott as its inaugural Chief Visionary in a multi-year deal, entrusting him and his Cactus Jack creative team with shaping the brand’s future campaigns, classic designs, and upcoming eyewear and apparel lines.
• Along with both eyewear brands forging partnerships with Meta for technologically advanced smart glasses, the move mirrors Ray Ban’s appointment of rapper A$AP Rocky as its first Creative Director.

As part of a multi-year partnership to push Oakley‘s visual and cultural identity to the next level, rapper Travis Scott has been named “Chief Visionary” at the American eyewear and performance gear label. Tasked with crafting new campaigns and reimagining Oakley’s classic catalog, the ubiquitous Hip-Hop artist and his Cactus Jack creative team will be a central influence on the brand’s future eyewear and apparel.

Citing his role in placing Oakley in a new light with the inclusion of its signature eyewear in his recent tours and appearances, Scott was a considered choice for the label. Caio Amato, Global President of Oakley, said, “Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary — a title that speaks to creativity, belief, and purpose, to forge something that’s not only different — it’s defining.”

With the ongoing resurgence of Y2K style and sleek performance gear in the zeitgeist, the brand has occupied a prime position to heighten its contemporary appeal for a new generation. On his ambitious vision for Oakley’s next steps, Travis Scott said, “Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future – this is just the beginning,” in a statement.

 

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Oakley’s announcement closely follows a similar move from eyewear competitor Ray Ban, which appointed A$AP Rocky as its first Creative Director in the Spring. Just as Oakley’s selection of Travis Scott comes across as a fitting choice due to his alternative style and strong affinity for world-building, Rocky’s earlier appointment at Ray-Ban also aligns with the eyewear purveyor’s strong classicism and vintage connotations.

Following Rocky’s inaugural Ray Ban Wayfarer Puffer campaign released yesterday, Oakley didn’t waste a moment to tease what their Chief Visionary will bring to the brand. Available now at the official Travis Scott site, Oakley’s logo is emblazoned on a faded t-shirt, a black hoodie, and a limited-edition poster pack.

However, the rapper-creative director bundle isn’t the only area where the two eyewear makers have aligned — both have also partnered with Meta to introduce technologically advanced smart specs. While the Oakley x Meta HSTN unveiled on June 20 is positioned as “performance AI glasses,” the Ray Ban x Meta Orion glasses unveiled in 2024 were positioned for day-to-day use.

On a larger scope, the strategic tie-up with Travis Scott builds upon recent efforts at Oakley to widen its appeal with high-involvement collaborations, especially through Oakley Factory Team — its joint line with Brain Dead. The special collection’s alien-like Flesh model and other variants have enjoyed popularity for their youthful, innovative edge — a sensibility that’s likely to continue flourishing under Scott.

Other notable Oakley collaborations from the last year include an eyewear and apparel capsule with Parisian-running brand SATISFY, and a snowboarding capsule with London skate brand Palace. While sitting in completely different sporting communities, both represent highly dedicated customer bases rooted in shared interests and activities outside of the brand.

In light of today’s community-centered consumer culture, could a movement towards long-term integrations that immerse style leaders into the brand’s world be an antidote to collaboration fatigue?