OAKLEY NAMES TRAVIS SCOTT AS CHIEF VISIONARY

Oakley

Summary

• Travis Scott joins Oakley as the brand's first Chief Visionary under a multi-year partnership arrangement
• The appointment follows Ray-Ban's recent naming of A$AP Rocky as Creative Director earlier this year
• Both eyewear companies have separately developed smart glasses technology through partnerships with Meta

American eyewear manufacturer Oakley has announced the appointment of rapper Travis Scott to the newly created position of Chief Visionary. The multi-year agreement marks the first time the company has established such a role.

Scott and his Cactus Jack creative organization will oversee campaign development and contribute to product design across Oakley's eyewear and apparel categories. The partnership includes responsibilities for reimagining existing product lines alongside creating new offerings.

According to Caio Amato, Oakley's Global President, the decision reflects the company's interest in expanding its cultural reach. Scott has incorporated Oakley products into his recent tour performances and public appearances, which the company cited as a factor in the selection process.

The timing coincides with renewed consumer interest in early 2000s fashion aesthetics and performance-oriented apparel. Oakley has positioned itself to capitalize on this trend while targeting younger demographics.

Scott's appointment comes several months after competitor Ray-Ban named A$AP Rocky as its first Creative Director in spring 2025. Rocky's initial campaign for the Ray-Ban Wayfarer Puffer collection launched recently, establishing a pattern of major eyewear brands partnering with hip-hop artists.

The strategic similarities extend beyond celebrity partnerships. Both companies have developed smart glasses through separate collaborations with Meta. Oakley introduced the HSTN model on June 20, marketed as performance-focused AI eyewear. Ray-Ban's Meta Orion glasses, unveiled in 2025, target everyday consumer use.

Oakley has already released initial merchandise through Scott's official website, including branded apparel and limited-edition posters. The items feature the company's logo on various clothing items and collectible materials.

The Scott partnership builds on Oakley's recent collaborative strategy. The company's Factory Team initiative with streetwear brand Brain Dead has produced several collections, including the Flesh model and related variants that have attracted younger consumers.

Additional partnerships over the past year include collections with Paris-based running brand SATISFY and London skateboard company Palace. These collaborations represent Oakley's efforts to connect with specific athletic and lifestyle communities beyond traditional sports markets.

The eyewear industry has increasingly turned to celebrity partnerships and cultural collaborations as companies seek to differentiate their offerings in a competitive market. Both Oakley and Ray-Ban appear to be pursuing strategies that combine heritage brand positioning with contemporary cultural relevance.

Scott's role will likely influence Oakley's visual identity and product development direction as the company continues expanding beyond its traditional performance sports focus into broader lifestyle and fashion segments.