Oakley 75: Sub-brand
Oakley 75 is a spin-off lifestyle brand of Oakley. It maintains the sportswear look, but takes on a more vintage feel and is aimed at the younger consumer. These concepts are the core products, and highlight the iconic brand colors. This project was part of a collaboration with graphic designers Kerry Boganwright and Ashten Justus, and photographer Ally Gille.
Oakley 75 will place promotional rental booths along beaches and popular recreational areas, including skate parks and boardwalks. These rentals include equipment for surfing and skating, and are enhanced by a free app. It allows you to track, renew, extend and end your equipment rental, and to compete with friends and other users in challenges. Throughout, the app will also provide opportunities for product purchases. A map will track progress and locate the nearest rental booth and local sites for specific activities. The brand microsite will be attached to Oakley's existing site. It features gifs that play as the page scrolls, and offers products for sale.