FOOTHILL RANCH, Calif., February. 3, 2009
Stark industrialism. Modernism. Solidarity. Warmth. The Caribbean radiates as a melting pot of culture and style as warm as the islands its people call home. Propaganda Hiinx® is the template for an intersection of art and personal revolution.
FOOTHILL RANCH, Calif., February. 3, 2009
Glare is a hazard – especially during the revolution of an island nation in the northern Caribbean. So the Fuente Antix™ comes with Tungsten Iridium® Polarized optics to block out the sun. The outspoken attitude and clean lines of these sunglasses serve as the perfect backdrop for personal rebellion.
Rolling O Store’s Hollie Faulkner Dies Following Sudden Illness …
Hollie Faulkner, co-operator of the Rolling O merchandise trailer, died Saturday afternoon at the age of 36. She leaves behind husband Donnie and a four month old daughter Emma Jacquelyn.
Hollie was the daughter of Charles and Kay Cagle.
Miss Hollie, as many of her friends called her, was the kind of person who continually encouraged many at the races and wore a constant smile.
She became ill on Friday evening and collapsed, losing consciousness and drifting into a coma. Hollie never recovered and died this afternoon in Little Rock, Ark.
Doctors believe she suffered a blood clot which reached her brain.
The family confirmed that her vital organs will be donated per her wishes.
"Hollie was a loving, caring and compassionate person who never met a stranger," Donnie said. "The outpouring of support has been tremendous and we have been blessed to have such great friends. We will be donating her organs and that's the kind of person she was. Hopefully in this tragedy someone will be blessed at Christmas time with a transplant.
"Thank you for keeping our family in your prayers this holiday season."
This is the second tragedy to strike the Faulkner family in as many years.
In 2007, Hollie and Donnie lost their first child, a son whom they planned to name Eric Blake. They turned the tragedy into a positive as they founded the Eric Blake Faulkner foundation, a support group which assists families who are faced with the same situation.
They were blessed with a daughter fifteen months later with the birth of Emma Jacquelyn.
Visitation is scheduled for Monday evening, 6 – 9 PM, at the Roller-Chenal Funeral Home located on 13801 Chenal Parkway in Little Rock.
The funeral is scheduled for Tuesday at 11 AM at the Our Lady Of The Holy Souls Catholic Church, 1003 N. Tyler Street in Little Rock.
In lieu of flowers, the family has requested all donations be directed to:
Eric Blake Faulkner Fund
c/o St. Vincent Foundation
#2 St. Vincent Circle
Little Rock, AR 72205
FOOTHILL RANCH, Calif., Oct. 20, 2008
Oakley today announced its partnership with Augie’s Quest, the Muscular Dystrophy Association’s ALS research initiative, to develop two special edition Augie’s Quest HIJINX™ sunglasses benefiting the organization’s aggressive, cure-driven efforts to find treatments and cures for ALS.
ALS destroys the nerve cells controlling muscles, ultimately causing complete paralysis while leaving mental function intact. Survival is typically two to five years after diagnosis and no cure exists. With every sale of these special edition Augie’s Quest HIJINX™ sunglasses, Oakley will contribute US $20 to Augie’s Quest, creating a vision of hope in the fight against ALS.
“Augie has been a long time supporter of Oakley and we’re proud to team with him and Augie’s Quest,” said Scott Olivet, CEO, Oakley. “We honor Augie’s contributions to the fitness industry, his inspiration as an individual and entrepreneur, and the innovation he has brought to medical research and fundraising. For more than 30 years Oakley has made history, and with your help we will make history in the war against ALS.”
“I’m extremely grateful to Oakley for creating these special edition sunglasses,” said Augie Nieto, Founder and Chief Inspiration Officer, Augie’s Quest. “Not only do they combine great looks with the best sunglass technology, but they are also a fitting way to draw attention to the cause. Augie’s Quest is motivated by a bold vision of the day when the cure for ALS is found.”
The Augie’s Quest HIJINX sunglass from Oakley is available in two styles. The Polarized Augie’s Quest HIJINX eliminates 99% of glare with Oakley’s polarization technology. It also features a laser etched signature by Augie Nieto on the corner of the lens and on the inside stem, in addition to “Augie’s Quest” in script on the outside frame. The Non-Polarized Augie’s Quest HIJINX sunglass features a custom rendition of the Augie’s Quest logo laser etched on the corner of the lens, in addition to the outside frame and inside stem.
October 2, 2008
At Oakley, we see the world through a kaleidoscope of era-defining design and groundbreaking innovation. Through this lens, we sought to fuse the connectivity point between artistic expression and technological superiority.
The result? Artist Series. A collaboration with world renown master artists featuring stylistic alterations to existing Oakley sunglasses.
Next up: ROBERT PIMPLE LIMITED EDITION HIJINX™ now available online in limited quantities.
September 29, 2008
They’re inspired by the original Frogskins® revolution. Engineered with clean lines and angles with attitude. Featuring sculptural detailing and metal bands for an assertive edge.
August 28, 2008
One of the most influential snowboarders on the planet, Danny rose from Garden City roots to the top of the powder world. US Open championships, Winter X and Olympic medals only begin to tell the story – it’s the passion, precision and pride oozing from his board inspiring the next generation of riders that sets him apart.
August 27, 2008
The first-ever active lifestyle collection for women will be on display at the Irvine Spectrum Oakley Store (Irvine, CA) on Saturday, September 13, 2008 from 2pm-3pm.
Come on out and meet Gretchen!
July 28, 2008
Predictably, we wanted more. Style. Attitude. Function. More – across the board – that couldn’t simply be explained by conventional mechanisms of cause.
The effect? The Gretchen Bleiler Signature Series Collection.
2008 ESPY: Best Female Action Sports Athlete. First action sports female athlete featured on the cover of ESPN The Magazine. 2006 Winter Olympics Silver Medalist. X Games Gold Medalist. Gravity Games Champion. US Open Champion. Grand Prix Overall Title Winner. Vans Triple Crown Overall Winner.
And a world-wide environmental activist to boot. Gretchen’s Collection features an eco-friendly jacket and pant, leveraging ECO STORM textiles and ECO CIRCLE technology.
July 23, 2008
Oakley’s new Rolling O Lab truck spread Oakley cheer and education to hundreds of young snowboarders and skiers while parked at the base of Mount Hood, Oregon the second week of June.
Thousands of people make the pilgrimage to Mount Hood every summer, where a glacier makes year round shredding possible without changing hemispheres. Since the early ‘90’s Mt. Hood has served as the epicenter of snowboard photography, videography, creativity, and industry firsts.
The Rolling O was set up in the village of Government Camp, where all the summer camps are based. Tons of foot traffic from the captive campers along with visitors passing through made for a jam-packed week of Oakley presentations. Oakley passed out t-shirts to everyone who made a lap through the mobile R&D facility. The product giveaways off the roof of the truck were a big hit with the young exposure addicts.
June 26, 2008
Painter. Graffiti Artist.
Barry McGee is the given name. “Twist” the preferred moniker. Robert Pimple the ultimate alias.
And it all adds up to a career spent as one of the central figures shaping San Francisco’s urban art culture.
Austin, TX - 6/2/08
The Uniquely Oakley Tour kicked off at the Texas Ski Ranch outside of Austin, for the only Maven Session in Texas. Oakley’s Amber Wing was on-site for the two-day camp May 7th and 8th, followed by an Oakley women’s party on Friday, May 10th.
Austin has a strong wakeboarding contingent and a young consumer base always looking for new and unusual experiences, which makes it the prefect location to bring Oakley’s traveling R&D unit, the Rolling O Lab, which will be in downtown Austin for the popular Longhorn Rail Jam on Saturday, May 10th. The 2 day event brought participants as young as nine years old.
FIRST EVER DESIGN BRIEF
Letchworth, England - 5/30/08
On May 19, 2008, our international crew in the UK launched the first ever Oakley Design Brief presented by the Daydream Network. Click here to check out the brief.
The project, which is an organic extension of the Oakley Artist Series concept, is a unique opportunity for the UK’s top young designers and artists to customize a limited edition pair of Oakley Hijinx™ sunglasses.
The Oakley Design Brief is one of the most creative and engaging projects Oakley has ever put out there and presents artists with a truly unique and challenging blank canvas.
To reach out to such a specialized audience, Oakley hooked up with the Daydream Network, an inspirational duo with a direct link to grass roots creative cultures.
Through their publications, exhibitions and “idea” platforms word is spreading and the Oakley Design Brief is attracting attention from professional artists, up and coming design students and some incredibly talented amateur enthusiasts.
UK entrants have until July 18, 2008 to download the design templates from the website and submit their treatments to be judged by a suitably aspirational panel of experts from Oakley and the creative industries.
The most outstanding design will have the distinction of being produced as the UK’s limited edition Artist Series and join the elite global line up including Art Chantry, Todd Francis, The London Police, Frank Kozik, C100 and Naomi South.
A final exhibition will be held in London, England later in the year to showcase the exceptional artwork submitted and announce the winning UK artist series design.
To learn more about Daydream Network, please visit their site.
Foothill Ranch, CA - 5/26/08
To most, Memorial Day weekend signifies the kick off to summer, but in the Motorcross world it means one thing: Glen Helen. To celebrate the upcoming outdoor season, Oakley threw a party for its top accounts, athletes and industry comrades. Oakley headquarters was fully equipped for the evening, with the brand new Rolling O Lab, a fresh built out lobby and a custom goggle bar. Wahoo’s served up dinner, the DJ was spinning and the bar was wide open.
Breaking a record for the newly christened west coast R&D unit, more than 400 people experienced the Rolling O Lab. Upon finishing the world-class clinic, they received their gift bags, which included a custom FP tour, new Factory Pilot Gloves and tons of other goodies. At this point it was time to enter the custom goggle bar, where each participant got to choose a frame color, outrigger and strap to create a special goggle.
As part of Oakley’s evolving artist and special collaboration, the party also served as the launch of the limited edition Troy Lee Design Gascan. The crew from TL design brought out the collection, and a few of the yet to be released pieces were put up for a special prize. Live rock and roll karaoke provided by the Lamones determined who would receive the glasses.
Foothill Ranch, CA - 5/27/08
The shortest distance between two points is a straight line. Unless you’re trolling around the globe for a sunglass that encapsulates 25,000 miles worth of sport culture.
COMING SOON: the Limited Edition Global Gascan®. Only 5,000 frames repping the regional banners will be produced for earthly eyewear enthusiasts that cross the world divide, erasing borders and boundaries one continent at a time.
Pinehurst, NC - 5/14/08
Oakley golf scored a smash hit with the 4th Annual Oakley Carolina’s Pro/Am Golf Tournament, as it teed off on the historic grounds of Pinehurst yesterday. This was stop number two of the 2008 Oakley/Corona Golf Tournament Series and one everyone had been looking forward to.
The stories of champions and the traditions of championship golf have been created at Pinehurst since 1898 (est. in 1895). Pinehurst is the site of more championships than any other golf course in the country. Most recently, this historic North Carolina resort played host to the 2005 U.S. Open. Oakley and Corona were very pleased to have the Carolina’s Tournament Tour Stop at such a legendary location.
150 regional accounts and pros alike enjoyed a fantastic day of golf on the Centennial Course No. 8. The tournament provided some really solid golf from the Pros and Ams, including a hole in one on number 13!
Corona kept all the players full with tasty beverages, Hooters girls entertained at designated tee boxes and tons of prizes were up for grabs for everything from longest drive to closest to the pin.
Each player was given an Oakley backpack filled with golf goodies, a custom Flak Jacket and a private tour of the Rolling O Lab. The new wrap job on the outside of the Rolling O Lab popped like cherry flavored bubblegum off the North Carolina spring green grass.
Foothill Ranch, CA - 5/7/08
Oakley, Inc. today announced the release of ENDURING, the world’s first sport performance eyewear made exclusively for women. Created in collaboration with the company’s top female athletes, ENDURING addresses all the perform¬ance needs of today’s woman while giving her the style of a freshly original, uniquely feminine design.
“Oakley ENDURING bridges the gap between form and function to offer female athletes the performance, protection and fit they need, and the style they deserve,” said Colin Baden, presi¬dent of the company. “Oakley evolved in the world of action sports, serving the uncom¬promising demands of world-class athletes. Our impressive roster of female athletes gave us a wealth of insight into the wants and needs of today’s active woman. We applied this insight and the knowledge that came from decades of optical innovation to create a world first, the only sport performance eyewear truly made for women.”
Foothill Ranch, CA - 4/25/08
Innovation. Sport performance. We’re stepping up to the plate.
COMING SOON: OFFICIAL EYEWEAR OF MAJOR LEAGUE BASEBALL.
From the American League:
- Boston Red Sox
- Detroit Tigers
- Los Angeles Angels
- New York Yankees
- Seattle Mariners
From the National League:
- Arizona Diamondbacks
- Chicago Cubs
- Los Angeles Dodgers
- New York Mets
- Philadelphia Phillies
- San Diego Padres
Foothill Ranch, CA - 4/24/08
Southern California’s BMX community was out in force last Friday night, for the premiere of Josh Harrington’s newest BMX flick, End Search. More than three hundred people showed up to Oakley Headquarters in Foothill Ranch for the much-anticipated screening.
It was a rowdy crowd and everyone loudly approved of the new film—especially when Josh Harrington nailed the four-kink rail outside the Oakley building.
Unlike most new BMX videos, End Search isn’t stuck in one riding style—it mixes up street, park, and trails (rail king Josh Harrington filled his segment with what he does best). Each segment held its own and insane banger clips and the video was packed with timeless tricks and something for everyone. End Search rivals any BMX movie made in the past few years and it will defiantly hold its ground in the years to come.
“It blew my mind,” said Oakley Sports Marketing Manager Mark Scurto. “It was authentic, really good street riding. I was seriously amazed.”
San Clemente, CA - 4/23/08
The nine-event worldwide Oakley Pro Junior series hits North America in conjunction with the 6.0 Lowers Pro at Lower Trestles, San Clemente, Calif. May 2-3, 2008. The Association of Surfing Professionals (ASP) Grade 2 event will boast a $10,000 prize purse, and as stop number one of the Macy’s California Trifecta Surf Series, will offer an upgraded $10,000 bonus purse to the top three overall points winners at the end of the three-event series. The event is also the only U.S. qualifier for the five-stop Oakley Pro Junior Global Challenge, which will culminate in Bali, Oct. 7-17, with a massive $75,000 prize purse.
“The Oakley Pro Junior series is our top surf event initiative for 2008,” said Ronny Nelson, surf marketing manager for Oakley, Inc. “Trestles is the first of four events on the North American leg of the series, it kicks off the Trifecta, and is the qualifier for the Oakley Pro Junior Global Challenge in Bali this October. Trestles is also a crucial event for America’s top junior professionals vying for a seed into the ASP World Junior Championships. This is a huge event for the juniors and Oakley is stoked to be a part of it.”
As the North American qualifier for the Oakley Pro Junior Global Challenge Championships in Bali in Oct., Trestles is stop number three out of six. Two qualifiers have already been completed, one in North Stradebroke, QLD and one in Durban, SAF. The last three stops are in Brazil, Japan and France. With the top two finishers in each event gaining entry into the Championships, Lincoln Taylor (QLD), Julian Wilson (QLD), Shaun Joubert (SAF) and Nic Godfrey (SAF) have already qualified. They will meet the winners from each of the remaining Oakley Pro Junior Global Challenge qualifying events.
Oakley is teaming up with Girls Learn to Ride, a Web site geared towards the action sports female which produces 800 sports educational clinics nationwide, to host a series of women’s wake, surf, mountain bike and snowboarding camps over the coming months.
For the wake portion of the tour, Oakley is partnering with Maven Sessions, a nationwide tour of wakesports clinics for women and girls taught by female pro wakeboarders, which focuses on growing confidence on the water, teaching proper technique and helping girls network with other local girls who love to ride.
The Uniquely Oakley Tour kicks off at the Texas Ski Ranch outside of Austin, for the only Maven Session in Texas. Oakley’s Amber Wing and Jack Blodgett, as well as the Oakley Push Process boat, will be on-site for the two-day camp May 7th and 8th, followed by an Oakley women’s party on Friday, May 10th.
New York, NY - 4/14/08
North America’s largest eyewear trade show saw over 15,000 people descended upon the Javits Center in Manhattan, New York for the 2008 Vision Expo East. Oakley is always known for putting together innovative and successful booth areas and 2008 was no different with our largest footprint ever - an 80 x 80 location highlighted by the Rolling O Lab. By having the O Lab in the booth location key accounts were able to meet with their respective Sales Reps to go over the new eyewear lines and gain some education on Oakley’s approach to providing superior optics.
All the visiting accounts were very impressed with the new eyewear pieces within the Square O, Women’s and Rx lines. Oakley in the past few years has begun to really establish a strong and dominating presence in the lifestyle eyewear category. And the accounts are taking notice of the hard work that our Brand Managers and Designers have put into growing this category for the brand. Standout pieces at the show were the Inmate for Square O, Ravishing for Women’s and the always-popular NanoWire with version 4.0. Additionally, a preview of the NEW high end polarized line and three NEW Ophthalmic collections received great praise as well.
Delaware, Ohio - 4/9/08
Reigning POWERade champion Jeg Coughlin Jr. has taken a big step towards increasing driver safety in the Pro Stock category by trading in his traditional two-piece driver's suit for a new one-piece creation from Oakley Motor Sports.
A 52-time national event winner, Coughlin has been sporting a prototype suit named Factory Pilot. It features three layers of protection and is SFI rated 5. Like all of Oakley's safety gear, it is constructed with award-winning CarbonX fabrics.
"We're seeing a big push for safety at the moment and through our conversations with Jeg we realized there was a need to improve what Pro Stock drivers are currently wearing," said Todd Hayes, Oakley's Sports Marketing Manager for Motorsports Worldwide. "The evolution of firesuits in the class just kind of went to the two-piece design, which has since survived mainly because it's easy to take the jacket on and off.
Snowmass, CO - 4/7/08
Pro snowboarder Meg Pugh was driving from Utah to Snowmass for the Gretchen Blelier Snow Angel Invitational presented by Oakley last Friday when she saw a deer in the middle of the road, swerved to miss it and hit a guardrail. After passing a breathalyzer test and interrogation from a helpful police officer, Meg caught a ride to the nearby one-horse town, where there wasn’t a rental car to be found. Fortunately there was an impound lot, where Meg found her new ride…a 1985 Nissan Pile. (What it lacked in speed and safety, it made up for in style).
Meg missed Saturday’s halfpipe competition, in which host Gretchen Bleiler won with a series of flawless and varied runs, but puttered into Snowmass Village just in time to catch the athlete yoga session, a CoverGirl makeover and girl’s night out. (If you didn’t know how much Meg likes to compete, you’d almost think she planned it that way.)
New York, New York - 4/2/08
On Monday night Oakley invited 300 friends to the Nicholas Robinson Gallery in Manhattan to showcase the artwork and Artist Collaboration sunglasses of Frank Kozik, Todd Francis, The London Police, Will Barras, Art Chantry, C100 and Andrew Petterson.
In a format unlike Oakley has ever attempted before, “Around the Bloc” drew a hip international crowd to a spacious gallery in Chelsea for a night of art, music and design.
“It’s really cool for Oakley to show its other side,” said artist Andrew Petterson, who showcased his artwork alongside his hand painted Frogskins. “Tonight is a successful example of Oakley branching out from sports and competition and reaching out to its art and culture roots.”
DJ Neil Armstrong and DJ Relm pumped beats throughout the two-story venue, which upstairs displayed the art and sunglasses of the seven artists. The expansive walls and minimalist design of the gallery on West 20th gave the art generous room to breathe and showcased the Artist Collaboration sunglasses as true pieces of artwork.
Downstairs Red Bull cocktails quenched those waiting in line to design a custom t-shirt. “Hit & Run” brought their unique screen printing press and offered guests a choice of designs from Oakley artists. Partygoers also received a make-your-own-Frogskins kit, which included retro Oakley Croakies and a booklet describing Oakley’s Limited Edition program.
“I’m really enjoying myself tonight,” said Munich-based C100, who showed his ’09 Frogskins. “I did a collaboration with Prada and my experience with Oakley has been much better. I really appreciate how much influence Oakley allows the artists to have. I knew some of the other artists before tonight, but for some, it’s the first time I’m seeing their work and I really like it.”
“Around the Bloc” was a groundbreaking event that showed an influential crowd that Oakley values artistic expression as much as optical superiority. The enlightening event captured the essence of the Artist Collaboration and Limited Edition programs like never before.
Words: Tess Weaver
Photos: Russ Hennings
ChampionsGate, FL - 3/31/08
Oakley Rolling O Lab Was On Site At The Golf Digest Demo Tour, ChampionsGate Golf Club, FL
Wrapping up a six week stay in Florida, the O Lab trucks rolled into ChampionsGate Golf Club. For those unfamiliar with ChampionsGate, it is one of Florida’s premier golf venues. With two championship courses designed by Greg Norman and the home course of David Ledbetter (who gives clinics on site), there’s no wonder why it is so revered.
It was there Golf Digest organized their Experience Tour, a demo for several manufacturers to participate in. Golfers from all over the state, Puerto Rico and even Europe came to test the latest in golf equipment technology. Pop up tents from Callaway, Cleveland, Yonex, Ping and Taylor Made to name a few were lined along the driving range. Towering behind them all was the O Lab. Under clear blue skies for two days the white awning on the lab popped, complimenting the billowing cumulous clouds. That paired with the sheer size of the truck gave Oakley an enormous presence. Hundreds of interested golfers came by the truck to check out the latest in Oakley golf spikes and to be educated on the superior optics offered by the leader in optical technology.
Foothill Ranch, CA - 3/28/08
From his explosive encapsulation of the 80s underground rock scene to a demented dive into the world of vinyl toys, Kozik’s seen it all. With stops in-between to manage his own record label and release a new book, he’s done it all, too.
Now it’s our turn.
COMING SOON: THE FRANK KOZIK LIMITED EDITION HIJINX.
Like Art Chantry, Todd Francis and The London Police before him, only 5000 frames will feature Kozik’s artwork. And only the first 100 editions are reserved for online availability.
Orlando, FL - 3/27/08
The Rolling O Lab paid a visit to Falcon’s Fire golf course in sunny Orlando, FL for the Oakley/Corona Golf Invitational. One couldn’t have asked for better weather to enjoy a round of golf. With blue skies and temperatures in the mid 70’s the event went off with a bang. 144 registered competitors somehow turned into 148 golfers on course.
The Rolling O Lab was set-up directly next to the Clubhouse at Falcon's Fire Golf Course in Orlando, FL
The Rolling O Lab paid a visit to Falcon’s Fire golf course in sunny Orlando, FL for the Oakley Golf Invitational. One couldn’t have asked for better weather to enjoy a round of golf. With blue skies and temperatures in the mid 70’s the event went off with a bang. 144 registered competitors somehow turned into 148 golfers on course.
Go figure. Maybe it was the complimentary Cleveland sand wedge engraved with the Oakley logo being given away at registration. Or it could have been the complimentary “build your own” sunglasses that were offered to all who went through the O Lab. Perhaps the free BBQ buffet put on by the O Lab Crew enticed people to play the beautifully designed course. I’d like to think that the educational clinics had something to do with it all though. Eight back to back clinics were given to all of the invited golfers just before tee off. The HDO message was easily relayed to all attendees with a great overall response!
A big thanks goes out to Louis Wellen for organizing the event, as well as the entire O Lab Crew who held it down.
Words & Photos: Micah Murray
Oakley: Rolling O Lab Crew
Tampa, FL - 3/25/08
This past weekend the Oakley Rolling O Lab pulled up and parked outside “Legends Field” where the New York Yankees call home during Spring Training. The weekend was a very successful one for the Oakley brand, but one of the top highlights was chatting with the three pitching phenoms.
Phil Hughes, Joba Chamberlain and Ian Kennedy swung by the Rolling O Lab on Saturday at 7am to receive a personal R&D Demo Tour. After the tour the guys sat down and chatted about playing for the Yankees, this upcoming season and what they thought about Oakley.
Tampa, FL - 3/25/08
This weekend the Rolling O Lab hit Tampa, Florida for one of the most impactful demonstrations every done for a Major League Baseball Team. Everyone from past Yankee Legends to Future Phenoms walked through the O Lab and all were blown away.
The Rolling O Lab was strategically placed in the Tampa Bay Buccaneers Parking Lot, which doubles as the parking for “Legends Field” across the street. Yankee Spring Training Games are sold out before Spring Training even begins, so this was a great place to talk to the everyday consumer as well.
Oakley recently sued Fox, Marvel, and others for infringement of its design sunglasses design patent No. D470,166. According to the complaint, the movie industry has knocked-off Oakley’s design to promote Silver Surfer DVDs.
Durban, South Africa - 3/24/08
Oakley team rider Shaun Joubert (Mossel Bay) overcame a strong challenge by Nic Godfrey (Cape St Francis) to snatch victory in good, clean, one-metre offshore waves at the internationally rated ASP Grade 2 Oakley Pro Junior at Durban’s New Pier. The inaugural junior surfing event was a highlight of the Vodacom Easter Adrenaline festival driven by the KZN Department of Transport which runs until Monday, March 24 on the Durban beachfront.
Joubert showed patience during the final by waiting 10-minutes before his first ride. This paid off as he scored an 8.5 with some vertical turns off a good quality outside set wave. Joubert consolidated his lead with a 6.17, leaving Godfrey with the tall order of scoring a near perfect 9.67 to take the lead and the title. Unfortunately for Godfrey, with time running out, he was unable to find a suitable wave, and so lost out to a deserving Joubert. As winner of the event, Joubert takes home US$2500, while Godfrey pockets a tidy $1100 for his second place. Both surfers qualify for the final championship event of the Oakley Pro Junior Global Challenge to be held in Bali later this year.
For photos, video and profiles, check out:
Durbin, South Africa - 3/21/08
The opening day of the Oakley Pro Junior saw some explosive surfing, with pre-contest favourites Rudy Palmboom (Bluff), Klee Strachan (Winkelspruit), Casey Grant (Scottburgh), and Oakley team rider Shaun Joubert (Mossel Bay) progressing to the round of 24 with relative ease.
As expected, competition in the internationally rated Grade 2A ASP Pro Junior event was tough, with the good conditions resulting in some highly competitive surfing.
For LIVE scoring, news, photos and video, check out oakleyprojunior.com.
Krasyana Polyana, Russia - 3/21/08
I’ve always wanted to go to Russia…and here I am, landing in Sochi, the designated host of the 2014 Olympic games. The small airport stands by the black sea and I’m quite surprised to see palm trees through the plane window. We make our way through the taxi drivers, chose one of them by the size of his car, and drive 45 minutes to Krasnaya Polyana. This place looks like a remote European resort…40 years ago.
Oakley always travels with a fun crew, and this trip is no exception. Grete Eliassen, Gretchen Bleiler, Angeline (who has missed her flight) and Marie-France Roy (who had some visa issues and will arrive in a couple of days).
Miami, Florida - 3/20/08
Oakley Women brought the heat to Miami, literally. The first day of the 2008 Oakley Women’s Media Event coincided with the hottest March day Miami has had in decades—just another reminder that the Oakley women’s brand is hotter than ever.
Shuttled by a fleet of branded Volkswagen vehicles, media personalities from around the globe trickled into the Ritz Carlton South Beach on Sunday, finding an Oakley welcome gift in their room that included ’08 apparel and a pair of Oakley’s first women’s specific sports performance eyewear, EndureTM. As the dusk turned to dark, editors and fashion directors gathered at the Ritz’s beachfront terrace for a welcome reception. Most attendees resisted the lure of the neighboring South Beach clubs and opted for a good night’s rest for the upcoming morning's boot camp.
Bike Week 08
Daytona, FL - 3/9/08
The Oakley Rolling O Lab paired up with Ducati this year at Bike Week at Daytona International Speedway. Oakley and Ducati have worked together for a number of years creating Ducati themed sunglass color way designs for several frame options. So it was certainly appreciated when Ducati asked the lab to be a part of their overall presence at Daytona. Setup within Ducati Island the newly wrapped O Lab truck complimented the red and black color theme that is Ducati.
Friday was the big day at the track. A variety of entertainment included fashion shows that showcased the “Ducati Hotties”, bike demo performances and free product tosses by the hotties off the O Lab trailer. The crowd was fully entertained and tours were given throughout each day. A great overall response was felt and the O Lab looks forward to pairing up with Ducati later this year for another event.
Words: Micah Murray
Oakley: Rolling O Lab Crew
I Own It
Nashville, TN - 3/4/08
The Rolling O Lab drove up to Nashville, TN to participate for the first time in a Luxottica Retail Sales Summit. With the help of a solid representation from Oakley, the O Lab made quite the impact on Lux Retail managers and associates from Sunglass Hut, Sunglass Icon, Lens Crafters, Pearle Vision and Ilori. It’s always exciting to convey the technology behind Oakley’s superior optics and overall design, but this audience was especially receptive.
The truck was originally supposed to be located inside a ballroom of the Gaylord Opryland center. The height of the truck just barely exceeded the height of the entrance, which forced the lab to move into a hall downstairs. Although the overall ambience of the facility was compromised, the impact was still felt. Tours ran throughout each day with the heaviest traffic rolling through during breakfast and lunch hours.
On the final night of the conference, it was time for the Oakley party to close things out. Becky Wilkinson and the original O Lab crew knew something special had to be done in order to represent the brand. After some window shopping and brainstorming at the nearby mall, we came across the store, Hot Topic. New threads were picked out almost instantly while having a good laugh. Back at the hotel fully suited up, it didn’t take long for people to notice and instantly ask if we were with Oakley or comment on the fact that we were. The crew knew right away a solid choice had been made.
After the lab was closed down the crew headed up to the party. At the top of the stairs a certain song could be heard inside the ballroom that Bryan had just mentioned he wanted to hear. Before I could blink, he ran off with us all in tow. As we cleared our way through the crowd, we rushed the stage and started an instant dance party. Within seconds half the room cleared and also rushed the stage. The rest of the night will be remembered by those who were present. With the tag line this year being “I Own It” I do believe the O Lab crew helped relay that message.
Big thanks to Becky Wilkinson and Ben Masek at Oakley.
Words: Micah Murray
Oakley: Rolling O Lab Crew
San Diego, CA and Las Vegas, NV - 3/12/08
On Thursday, February 28th, Oakley hosted an Oakley Women's Night in San Diego at the Sweetwater Saloon. Over 200 retailers, media personalities and athletes helped kick off the new season, celebrating new collections of eyewear, RX, electronics, apparel and footwear.
Snoqualmie, WA - 3/11/08
Six climate changes, 4 features, 3 flannel shirts, and 16 pearl jam songs later and we knew we had arrive in the Northwest. In fact, we had rolled up on the 2008 Oakley Uprising at Snoqualmie in Washington. We came to the Northwest to do two things; drink some coffee and kick some quartepipe ass; and the coffee was gone by 10:30am. The anticipation was flying through the air like that little baby that ended up in the pool on the old Nirvana cover. In the words of the famous Eddie Veder: “eeewrwweeerwwerr”. I think what our friend Eddie was trying to say is “set it free young quarter pipe shredders, set it free”.
Set it free we did. The chairlift ride to the “arena of awesomeness” was a wet one, but it was as if by some act of god that the second we approached the quarterpipe the sun came out. Of course it rained again five minutes later, but we were all certain that those were the tears of Quarterpipe legend Terje Haakonsen himself. This was a majestic quarterpipe, with none other then a 6 foot sword sticking through the deck of it. On the backside of this QP was the rail park where we would begin or day. If the rail jam was the appetizer and the QP was going to be the main course.
Foothill Ranch, CA - 3/7/08
Chart your own course – from tee to green and beyond – with Nikki Garrett. Take on the biggest mountains through the lens of a small town girl, Katerina Nash. Impart some wisdom on the waves like Sage Erickson. Shift gears, loud and clear, with Ashley Fiolek. Set out on your course – and never look back – with Emma Snowsill. And put the pedal to the medal like Victoria Pendleton.
Truckee, CA - 3/3/08
Danny Kass and Elena Hight ruled the giant Superpipe at Northstar-at-Tahoe for the second straight year as the fourth edition of the Vans Cup at Tahoe wrapped up under sunny blue skies on Sunday afternoon. The guys top three looked a lot like last year with only Louie Vito sliding into second place behind Kass and repeat third place finisher Iouri Podlatchokov. Kass, who also won the inaugural Cup Superpipe in 2005, takes home $20,000 for his efforts on Sunday. For the ladies, it was Hight claiming the $11,000 first place prize ahead of Lizzy Beerman and Kjersti Buaas Oestgaard.
Sunday, March 2 - Superpipe Finals
Men / Score / Purse
1. Danny Kass (Vernon, NJ) / 92.1 / $20,000 OAKLEY
2. Louie Vito (Bellefontaine, OH) / 90.3 / $14,000
3. Iouri Podlatchokov (Zurich, SWZ) / 88.3 / $7,000
Women / Score / Purse
1. Elena Hight (South Lake Tahoe, CA) / 92.0 / $11,000 OAKLEY
2. Lizzy Beerman (Weston,VT) / 81.0 / $6,500 OAKLEY
3. Kjersti Buaas (Trondheim, NOR) / 75.0 / $3,000
London, England - 3/4/08
Leading sports lifestyle brand Oakley and Bebo, the global social media network, today announced bold plans to innovate in the field of documentary film making.
During production of “Conquering Demons”, a new film documentary about the sport of snowboarding, behind the scenes footage will be made available exclusively to Bebo’s worldwide audience of 40 million to view.
The raw footage will be available daily from March 6th 2008 at www.bebo.com/conqueringdemons.
Foothill Ranch, CA - 2/20/08
Introducing a historic military throwback – the mesh point of independence, ingenuity and valor. A place and time where rugged silhouettes, reinforced fabrics and practical details reign supreme. Where fabric inherent of the time meets today’s technical design superiority. Industrial. Intricate. Textual.