Oakley’s Bold New Vision Unveiled

June 23, 2025

Welcome to Authenticity Report - Issue #74

This week, we dive into Oakley taking a bold step forward with two big announcements—blending innovation, sport, and culture to elevate what authenticity means today.

Our Roundup digs deeper into the meaning of authenticity in today's corporate landscape—from the slippery, buzzword status of the term itself, to the growing pressure on brands to back up their values with real, measurable impact.

This Week’s Report
—> Oakley’s New Vision Unveiled
—> Tell Us
—> Takeaways
—> Authenticity Roundup
—> Top Voices

What Do You Think? We are reshaping and expanding our Authenticity platform, we'd love to have you on board and contribute! Email us directly at [email protected] 

Read Time: 3.5 mins

| Oakley’s Bold New Vision Unveiled

Oakley (#169) has always been more than a brand—it’s a mindset.

Since its founding in 1975, the Southern California-based company has relentlessly pushed the boundaries of performance, design, and innovation.

From redefining the look and function of sports eyewear to collaborating with top athletes worldwide, for 50 years, Oakley has earned its reputation as an icon of authenticity.

Now, the brand enters a bold new chapter with two major announcements that signal its continued dominance at the intersection of sport, technology, and culture.

First, Oakley has unveiled a game-changing partnership with Meta to launch the Oakley Meta Performance AI Glasses—a sleek, intelligent wearable built for athletes and those living active lifestyles.

These AI-powered glasses combine Oakley's high-performance optics with Meta’s leading-edge AI and voice technology, creating a hands-free, real-time assistant that delivers data, training insights, and even music directly through your lenses.

This isn’t just a gadget; it’s a next-gen tool designed for those who train hard, push limits, and demand functionality without compromise.



Second, in a move that underscores Oakley’s cultural relevancy, the brand announced today that Travis Scott has joined as its first-ever Chief Visionary.

Known for disrupting music, fashion, and art, Scott brings a bold creative lens to Oakley’s future. 

His role will blend storytelling, design collaboration, and cultural innovation—further solidifying Oakley’s place as a brand that doesn’t just follow trends but sets them.

Scott’s appointment sends a clear message: performance and expression are no longer separate lanes—they now ride side by side.

What makes Oakley’s current evolution so powerful is how grounded it remains in its founding values.

While many brands chase hype or nostalgia, Oakley stays rooted in product excellence and user-driven design.

Whether it’s eyewear engineered for Olympic-level performance or now AI glasses that adapt to your personal best, every innovation stays true to the brand’s DNA.

With Meta and Travis Scott on board, Oakley is poised to redefine what it means to be a performance lifestyle brand in the AI era.

| Tell Us

What excites you most about Oakley's new direction?

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| Takeaways

1. Authenticity Wins Long-Term
Stay rooted in what you do best—innovation flows from identity, not imitation.

2. Don’t Just Evolve, Revolutionize
Look for partners that can help you create entirely new categories, not just upgrade existing ones.

3. Culture Is Performance
Creative expression and elite performance are no longer separate; today’s audience expects both.

4. Vision Requires Visionaries
Bring in bold thinkers who challenge norms and offer fresh perspectives—they might just define your next chapter.

| Time To Choose

What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).

The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.

| Authenticity Roundup

This week's curated reads from web

 business
•  Is Your Brand Faking It Real Good?

In a world of corporate storytelling and performative values, true brand authenticity isn't about motives—it's about measurable impact, transparency, and doing the right thing, even when no one’s watching.

Read More → fast company

 culture
•  Why “Authenticity” Is Such A Tough Buzzword To Replace

In an age of curated personas and AI-generated content, "authenticity" remains a powerful but slippery buzzword—one that brands love to claim but rarely define with clarity or consistency.

Read More → pr daily

| Tools

We are building out our Tools section of Authenticity.co with insights to help you master business basics and apply authentic strategies for personal and brand success.

For a limited time, these will be available for free to our subscribers.

• Authenticity 500 - Top 5 Brand Recap
We analyze the top five authentic brands—Patagonia, Ben & Jerry’s, Vans, Nike, and In-N-Out Burger—to uncover the secrets behind their success.

• Authenticity 500 - Brand Takeaways
Why Are Some Brands Authentic? Key Takeaways from top 5 authentic brands to uncover ways to apply their secrets to your brand.

• Enhancing Your Personal Authenticity - Worksheet
Personal authenticity is about being true to yourself and others. It’s a journey of self-discovery and alignment with your values. This worksheet will guide you to reflect on your authenticity and develop traits like being real, original, truthful, honest, genuine, showing integrity, and practicing transparency. Each section includes exercises and actionable steps to help you grow.

| Past Reports

| Top Voices

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