Oakley Inc. was incorporated in 1994. It focused mainly on designing, making and distributing nonprescription eyewear to the sporty market. At the same time, it was committed to determining and solving problems on certain consumer products today, redefining particular product groups. Technology is the secret to Oakley’s success. Their use of stereolithographic computer modeling is complemented by computer-aided design/computer-aided manufacturing (CAD/CAM) liquid-laser prototyping, which generates completely detailed eyewear prototypes as well as those of footwear and accessories. It’s no wonder that Oakley has been getting a lot of attention even in the Philippines.
Lately, Oakley Philippines has been actively promoting its brand and you can tell it’s paying off, too. In 2002, Oakley staged a fashion show at the RCBC Plaza to showcase its products. Endorsers Diether Ocampo, Victor Neri, Carlo Ledesma, Tricia Chiongbian, Akiko Thomson, Rovilson Fernandez and Gaby dela Merced glided down the rump, along with Calcarrie models, who happily showed off just what Oakley is all about. Jaime Fabregas even played the mad scientist and discussed Oakley technology.
Last year, Oakley launched the Oakley Bionetwork Challenge. Held in the jungles of Corregidor last September, the Bionetwork Challenge was a one-day adventure race where 10 adventure-seeking pairs tried to outwit, outplay and outlast each other, hoping to win the grand prize: A dream of a trip to South Africa. Oakley endorsers were paired up with media participants or Oakley enthusiasts for the said race. The Oakley endorsers who participated were Akiko Thomson, Tricia Chiongbian, Carlo Ledesma, Diether Ocampo, Brad Turvey, Bobby Andrews, Gaby dela Merced, Dominic Ochoa and Geoff Briz. As you may have read, I was fortunate enough to participate in the race last year along with fellow YS writers Michelle Katigbak and Ana Kalaw and I believe it was one event we would not soon forget. Although we have all tried our best to finish all five grueling legs of the race in the shortest time possible, nobody was able to beat the duo of Olympics swimming sensation Akiko Thomson and commercial model Micah Muñoz who went home with the grand prize.
With more enthusiasm than ever, Oakley started 2004 with an interactive fashion show. The action-packed, star-studded show, held recently at the Glorietta Park, opened with Oakley endorser/Gameplan host Rovilson Fernandez and Road Trip’s Issa Litton swinging in on a rope and doing a flying fox act. How’s that for a dramatic entrance?
That day, Oakley went all out as everyone got the chance to try their Oakley stuff of choice. What’s more, stations were set up to allow people to meet their favorite Oakley endorsers up close. There was a mini-golf station where actor Victor Neri, Lora Roberto and Miko Alejandro played with their fans and gave them tips. There was a small basketball court where fans had a peek of Alaska Aces’ Ali Peek, who showed off his top playing form.
"This was in keeping with Oakley’s versatile image," says Julie Angeles, Oakley advertising and sports marketing officer. "We wanted to show that Oakley isn’t just about shades, so we showcased all our product lines, especially for core sports like moto-cross, golf, basketball and watersport. "
Agreeing with Julie are Jane Ortega, general manager of Meera Enterprises, sole distributor of Oakley in the Philippines, and Greg McGrath, Oakley headquarters’ territory assistant for international sales.
Other Oakley endorsers who perked up the event were Bobby Andrews, Dominic Ochoa, Diether Ocampo, Brad Turvey, Patrick Garcia and Carlo Ledesma. Also spotted were Pinky Amador, Christopher Peralta, PBL player Mon Jose and adventure lover Jeena Lopez. With the rock band DRT and Razorback providing live entertainment and keeping the crowd on their feet all night, everyone really had a great time. It was more than an opportunity to get to know Oakley products and endorsers for some of us though. Some Oakley Challenge "survivors" who were around happily relived last year’s adventure (misadventure?). Race winner, Akiko Thomson, however, was visibly absent. While most of us could only dream of Africa, Akiko is currently in the wilds of South Africa, having herself an adventurously wonderful time.
The Oakley X experience was made possible by Norkis Yamaha, Shell Philippines, Power Bikes, Ayala Land Inc., Premier Wines, Jagermeister, Chivas Regal, San Miguel Strong Ice, Tuason Racing School and the Boat World of Sea Doo.