Oakley is teaming up with Travis Scott, and given him a new title to boot.
It was jointly announced Monday in a statement that Scott, the rapper, producer and entrepreneur, is now Oakley’s chief visionary. The role kicks off a “multiyear partnership that will redefine the brand’s creative future. Travis Scott and his Cactus Jack team will work hand-in-hand with Oakley to push the boundaries of design, innovation and cultural relevance.”
Though vague, the statement continued that three items will bow on Scott’s website, “riffing on classic sunglass marketing materials, the limited drop includes a 3-poster pack and two apparel pieces offering an early glimpse into what’s coming.”
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As for what else the team-up will entail, both parties said it will “go far beyond creation — distilling emotion, perspective and vision into culture — defining products over the next three years.”
Scott’s relationship with the brand isn’t exactly new, as he’s spent time wearing the brand through his wardrobe and eyewear choices during his Circus Maximus tour.
“I’m inspired by what people think can’t be done. It’s about pushing culture and reworking ideas to see how far they can go,” Scott said. “Oakley’s design game is next level, and I had to be a part of that. We’re building something that blends legacy with the future — this is just the beginning.”
Added Caio Amato, Oakley’s global president, “Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our chief visionary — a title that speaks to creativity, belief and purpose, to forge something that’s not only different — it’s defining.”
Scott isn’t the latest musician to get into the eyewear game. On June 9, J Balvin unveiled his brand, Nrgy, in partnership with Revo.