Oakley is preparing to redefine the aesthetic and trajectory of its brand with the launch of Future Genesis. Described as a narrative platform, this initiative by the renowned California sunglasses brand is set to serve as a central hub for sharing its ongoing innovations, spanning technology, product design, and exciting collaborations and partnerships.
Coordinated with the introduction of Future Genesis, Oakley has released two cinematic pieces paying tribute to its original 1992 promotional film, Max Fearlight. In these films, Max, now three decades into the future, showcases the vintage Oakley Medusa goggles and helmet set—a timeless product from the brand—as he emerges from a bunker. Another cinematic piece introduces a new adventurer in the Oakley family, Maxine, who dons a digital model that inspired Oakley’s upcoming real-world 13:11 sunglasses, scheduled to debut in 2024.
As part of its strategy leading up to the significant milestone of its 50th anniversary in 2025, Oakley plans to consistently release a series of short films through the Future Genesis platform. These films will not only reveal the brand’s evolution but also provide insights into its rich history and commitment to innovation.
