Disruptive by Design
Oakley held an event that according to some accounts, was two years in the making. A small website has also been put online, and we can hope that it will be fleshed out in the near future.

Details are sparse at the moment, but it was held at RED studios with Jim in attendance, and many of the notable figures were there. I will try to add photos as they appear in the social media outlets.

For now, they released this teaser video.

posted by Dann
Feb 28, 2014 5:45 PM
Saw that coming. Oakley has been working on HUD glasses for years, the Airwave is just the first time they released anything for civilian use. They have been working on military contracts for that for years now.
Byron Sakazaki
Feb 28, 2014 7:03 PM
Well, Disruptive By Design looks to be very promising. I hope they can follow through and make some new products that scream Oakley!
Mar 1, 2014 1:53 AM
Electronic involvement is the key, let's get this show on the road, should be a great one!
Dann Thombs
May 20, 2014 2:12 PM
The full video is up. The website is also fleshed out a little more.

May 20, 2014 3:10 PM
Great vid!
May 20, 2014 8:55 PM
Dann Thombs
May 20, 2014 9:21 PM
And a Trailer for the upcoming series

May 20, 2014 10:13 PM
ouhhhhh this is nice.
Steve Youngman
Jan 8, 2022 5:57 PM
Reviving this thread to ask about this particular dog tag. I want to add it to the database and would like to verify some details. Obviously it is 'Disruptive by Design', which led me here. Unfortunately, all the links and pics that were once posted are now broken, and i'm not having much luck with the Google machine.

Is this particular dog tag from that event? If so, was it the only one or were there other variants as well (colors, sizes, designs, etc)? If not, where/when did this one emerge? Was it a later GWP or a promotional giveaway (as anticipated in the thread)?

I'm hesistant to just add it because the dog tags are under both 'accessories' and 'nobuy'. I'd rather wait for expertise than to jump the gun and hang it in the wrong spot. Thanks all.
Twenty Fifty
Jan 21, 2022 2:50 PM
They weren't given out at one single event. Disruptive by Design was a whole campaign that lasted a while and so the dog tags were given out for a variety of reasons. Employees got them; some of the general public who visited HQ got them; athletes got them (in various colours other than pewter including gold, silver, bronze). In fact, there's an athlete pack with sunglasses, dog tags and grips that were given to athletes.
Steve Youngman
Jan 22, 2022 1:47 AM
Awesome! Thanks Oak!

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