Oakley is an American sports performance brand focused on sunglasses, eyewear, and apparel  that is famously known for its innovative designs and technology. To launch the Oakley brand in  China, we needed to completely localize and use China relevant athletes and sports to introduce  the brand to consumers.

Launch brand into China market despite:

• Low sports participation in China

• The idea that sunglasses are unnecessary fashion items

Proposed localized campaign:

Use culturally relevant sports, themes, athletes, and products to not just increase brand awareness  and sales but also serve as entry point for consumers to other aspects of the brand.