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Oakley, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in Orange County, CA, Oakley, Inc. is a popular brand of sunglasses and prescription eye wear originally designed for durability in athletic events. Today, a brand in the portfolio of the Luxottica Group, Oakley products have evolved into a leading premium sunglasses, prescription eye wear, goggles, apparel, footwear and accessories. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (949) 951-0991
Main Fax (949) 699-3500
Primary Address
One Icon
Foothill Ranch, CA 92610
USA

Oakley, Inc. Contacts

Contacts (5/10)
Name Title State
Carlos R. Vice President, Research & Development CA
Sample of Associated Brands
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Email: *****@*******.***
Main Phone: (949) 951-0991
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Icon
Foothill Ranch, CA
92610
USA

Cuan P. Vice President, Global Sports Marketing CA
Kira S. Director, Retail Marketing - North America CA
Kim Y. Associate Creative Director, Digital CA
Scott E. Corporate Brand Manager - Eyewear CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Oakley, Inc. ******

Agency Relationships


Brand Agency Service From To
******, ***. ****** AOR - digital 2005 present
******, ***. ****** creative 2005 present
******, ***. ******, ***. creative 2014 present
******, ***. *** **** media planning unknown present
******, ***. *****, ***. digital unknown present

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Male Media Opps: Oakley launches first national TV ad in 2 years


Subject: TV, digital, print, outdoor, social media

Brand: Winmo), headquartered in Foothill Ranch, CA, is a sports performance and lifestyle sunglasses brand. 

Opportunity: After two years of no national TV ads, Oakley has just launched the “Always Leading, Never Following,” campaign. The first spot (see above) aired for the first time on April 2 and only appeared thus far on Fox Sports 1 during motorcycle racing. 

CEO Massimo Vian said during parent Luxottica’s Q4 earnings call that 2015 was a challenging year for Oakley, but they’ve managed to get the brand back on track and are looking towards significant improvement as the year continues. As a result, the brand seems to be repeating similar marketing efforts from 2014, so expect an increase in ad spend through Q2 and going into Q3.

Specifically, look for an increase in TV and print since these channels were 2014 favorites for Oakley. Digital should also be a priority since Oakley has continued outlays there since 2015 and has already run more display this year compared to the same period last year.

Therefore, sports sellers should reach out now to pick up any traditional and digital ad dollars. With summer sports season beginning this month, decision makers should be focused on engaging millennial athletes and sports fans to help continue reversing struggles. OMD, LA still appears to be on media planning and buying but we’ll keep you posted if we find out it moved.

oakley-est-tv-spend-01-01-2016--04-06-201600

Additional Information 

oakley-est-tv-spend-01-01-2016--04-06-2016

Media Spend: According to Kantar Media, total media spend for 2015 was $1.6 million, an 81% decrease from the year before. The largest portion of spending last year went to outdoor advertising and the rest to digital. 

TV Breakdown: When Oakley was running TV ads in 2014, the brand spend a total of $130,456 on national TV, concentrating the spend in beginning to mid Q3, reports. Now, after a year off the map, the brand has spent $5,596 on national TV just in the last five days. 

Digital Breakdown: According to Moat, since January Oakley has run 50 standard display and five video ads on 296 publishers, 43% of which were placed site direct versus programmatic. Since January, news,sports, shopping and entertainment publishers have been targeted the most.

Top ad sites include zulily.com, armslist.com, bladeforums.com, ebaumsworld.com, policeone.com and buzzlamp.com. 

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One Icon
Foothill Ranch, CA 92610
(949) 951-0991

David Adamson
Senior Vice President and Chief Marketing Officer
(949) 951-0991
dadamson@oakley.com

Gerry Randolph
Global Marketing Manager
(949) 951-0991
grandolph@oakley.com 

Cuan Petersen
Global Director, Sports Marketing
(949) 951-0991
cuanp@oakley.com