Oakley's 2024 will be back to the future

It was 1992 when a young sports eyewear brand launched a groundbreaking campaign destined to change the aesthetics of sportswear with its innovative and unprecedented approach. Now, more than 30 years after the first commercial featuring Max Fearlight, Oakley returns to the same bunker with a new sensibility and focus. Caius Amato, Oakley's Chief Marketing Officer, explains it directly: "We've always had a reputation for being a brand that can shape its own vision of the future, from products to shop architecture and design. Future Genesis develops this narrative further to ensure we all share the same dream. We have taken the story of our Max Fearlight, the hero of the 1990s, and created a whole new chapter in which Max is forced to look at the world through the eyes of his daughter Maxine, a young and daring explorer. The result is a completely new and fascinating setting."

In the first two commercials Future Genesis, Oakley is releasing these days, Maxine's point of view becomes the new perspective that will guide the California-based brand's entire communication strategy, and of course its flagship products, both apparel and eyewear. If Max represents the past, a dystopian vision that permeated everything Oakley presented to the world, then daughter Maxine represents the dream of a positive future for the brand, a suggestion that shines through Oakley's work and products between steampunk and performance. In the time between Max Fearlight's first advert and Maxine's new campaign, Oakley has established itself as one of the most influential eyewear brands in the world, conquering new markets and horizons by combining sport and style. And now it enters 2024 with the challenge of uniting past and present, two different generations of Oakley fans.