Oakley unites global community with new Kokoro Collection

Japanese artist, Meguru Yamaguchi, hand-designed classic Oakley styles to celebrate the love of sport and unify athletes of all abilities.

01 - TASK

Always Human were tasked with amplifying the release of Oakley’s Kokoro Collection, designed by renowned Japanese artist, Meguru Yamaguchi. 

Originally intended to be the eyewear collection for the Tokyo 2020 Olympics, the collection was instead launched when the Opening Ceremony was originally set to take place.

On launch day, Oakley aimed to create a virtual Opening Ceremony by engaging Oakley athletes and ambassadors from around the world, who in a show of solidarity would post photos on social media with the Kokoro Collection eyewear and their country’s flag.

We were also offered one interview time slot with Meguru Yamaguchi to secure coverage in a relevant outlet.

02 - WORK

Always Human strategically shared the Kokoro Collection’s product designs story via relevant media outlets.

The team secured an exclusive interview opportunity with Meguru Yamaguchi for leading men’s fashion outlet, ICON Magazine to discuss the eyewear development process in detail. The news was further distributed to fashion, lifestyle, sport and news outlets.

We also activated a range of Australian and New Zealand influencers with strong, engaged followings who would relate to Oakley’s campaign messaging and likely share branded posts.


In-depth project reporting and analysis

All ambassadors and media were thoroughly briefed on the unique product details of the Kokoro Collection and Oakley’s dedication to inspiring and uniting athletes of all abilities, through a shared love of sport.

As a result, the 10 engaged influencers shared 28 posts with an estimated earned reach of 1.3 million people – hyping the new eyewear range and Oakley’s partnering campaign.

Additionally, Always Human secured 9 articles, with a total reach of 3.8M across the likes of ICON Magazine, Man of Style, Man of Many, Rogue Lavie, Life Without Andy, EFTM, Snow Action, Ride Media and Yahoo Sport.


For the full case study, please contact our Communications Manager, Caitlin Hopkins.