Oakley has appointed Travis Scott as its first Chief Visionary through a new multi-year partnership. The rapper and his Cactus Jack creative team will work closely with the brand to shape upcoming campaigns, refresh classic products, and contribute to new eyewear and apparel collections.
Scott has previously worn Oakley eyewear during public appearances and performances, which the brand credits as helping reframe its cultural relevance. Caio Amato, Global President of Oakley, said the new role reflects a shared vision centered on creativity, belief, and purpose. Scott stated that his aim is to connect Oakley’s history with new ideas and future directions.
This announcement follows a similar move by Ray-Ban, which named A$AP Rocky as its Creative Director earlier this year. Both Oakley and Ray-Ban have recently collaborated with Meta on smart glasses. Oakley’s new AI-integrated performance eyewear, the HSTN, was unveiled on June 20, while Ray-Ban launched its own version for everyday use in 2024.
To mark the beginning of the partnership, Oakley items featuring collaborative branding, including a t-shirt, hoodie, and poster set, are now available through Scott’s official website.
The collaboration also builds on Oakley’s recent efforts to engage younger and more style-conscious audiences. In the past year, the brand has launched collections with Brain Dead under the Oakley Factory Team label, as well as releases with running brand SATISFY and skate brand Palace. These projects reflect a growing focus on targeted communities and long-term creative direction.
Oakley’s leadership believes that extended partnerships like this one with Travis Scott could provide a more sustainable alternative to one-off collaborations, especially as consumer interest shifts toward deeper brand involvement from cultural figures.
