OAKLEY Green Fade

For the Olympics, Oakley launched the Green Fade collection across its competitive sport eyewear lines, creating a campaign rooted not in product features but in emotion — the love of sport and country.

Each athlete selected their favorite Oakley frame, then received a custom kit of “O” brand marks paired with their national flag. We photographed them draped in their country’s colors, turning those portraits into bold in-store visuals, social media content, and out-of-home installations.

The creative strategy was to strip away the sell — no specs, no push messaging — and instead act as the connective tissue between athlete, sport, and national pride. The only overt brand message appeared at the point of purchase: “Almost Unfair Advantage or For Victory, for Country.” 

For consumers who wanted more, product details were available in a straightforward, factual way.

The result was a campaign that didn’t just sell eyewear — it celebrated performance, unity, and pride. That emotional approach resonated worldwide, driving an 8% increase in global sales during the Olympic period.