Case study provided by The Brand Council.
It is hard to believe that a brand as radically cool -- and internationally successful -- as Oakley grew out of something as simple as a handlebar grip. But that is how the company's tough CEO Jim Jannard started out at the age of just 25, designing a new grip because he felt those he was selling as a motorcycle accessories sales rep just weren't good enough. He started his company with an initial investment of $300 and named it after his dog. Today he is a billionaire.
Jannard's first 'eureka' moment happened when he invented Unobtanium, a synthetic material that actually provides a better grip when wet. He designed his grips to ergonomically fit the human hand, and finished them off with an 'octopus' tread pattern that made them even less likely to slip through sweat-damp palms. He toted them around the motocross circuit, where they quickly developed a devoted following. Jannard then -- in the first display of a career-long talent for spotting the right niche -- turned his attention to the BMX market, where his grips were even more successful and became cult favourites with riders. However, Oakley remained virtually unknown to outsiders, as exposure beyond those circles was very limited.
The Oakley boss then worked out how to get more exposure for his brand. He designed a pair of goggles, the Oakley O Frame, employing cutting edge technology that virtually guaranteed they would be used by the stars of the Motocross and BMX industry, so he had the Oakley brand printed clearly on the strap for maximum media exposure.
During the 1980s, Oakley evolved from a provider of cutting edge sport-specific goggles and sunglasses, designed with athletes in mind, into an eyewear brand with great crossover potential. Inevitably the worlds of BMX and snowboarding bled into the street fashion market. Jannard simply stuck to his own maxim: find an opportunity, solve it with technology, and wrap it in art.
Another turning point in the brand's history came in 1995, when Jannard took the company public. The blend of advanced technology, athlete support and cutting edge designs proved successful and drove the brand forward.
Oakley is now a global lifestyle brand, selling sunglasses, clothing, watches and footwear to 18- to 34-year-olds in 70 countries.
Oakley has continuously focused on supporting athletes that reflect the brand's youthful, cutting edge style. By establishing strong athlete relationships these core ambassadors of sport have endorsed and legitimised the Oakley brand.
Oakley is a favourite amongst a wide array of athletes, from cyclist Lance Armstrong to snowboarder Terje Haakonsen, but has also found a following amongst film stars. For example, Tom Cruise wore Oakley shades in 'Mission Impossible II' and Wesley Snipes also wore them in 'Blade II'. Oakley continues to drive the brand forward through advertising within leading sport and style publications, with focused, relevant and visually powerful advertising aimed at cutting edge sports enthusiasts.
Innovation and technology have remained at the heart of the brand. Oakley has invented and patented materials to surpass many industry standards in all of its product areas. In eyewear, innovations include Plutonite, from which Oakley lenses are made -- an optically pure polycarbonate that provides 100% protection against UVA, UVB, UVC and harmful blue light. In footwear, from the early Carbon Fibre and Kevlar enhanced breakaway styles, Oakley has introduced new revolutionary processes such as Netshape Technology, which has allowed the use of CAD/CAM engineering to make every component fit exactly.
漏 2002 Superbrands Ltd