Oakley Launches ‘We Shape the Future’ Campaign Featuring an Array of NFL’s Top Players

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FOOTHILL RANCH, Calif.—Oakley, a leader in sport performance and optical innovation, this week launched the brand’s 2020 NFL campaign, “We Shape the Future,” which honors “the dominant on-field performances of Team Oakley’s football athletes and their influential and steadfast leadership off the field,” according to the announcement. The campaign is headlined by the NFL players Patrick Mahomes II and Lamar Jackson and features JuJu Smith-Schuster, Derwin James Jr., Aaron Jones and Trevon Diggs. The latter two players are billed as “new young faces” in what Oakley says is an “already star-studded lineup of Oakley football athletes.” Jones is a running back with the Green Bay Packers and Diggs is a rookie cornerback with the Dallas Cowboys.

Along with the athlete signings, Oakley has also announced new team partnerships: the Green Bay Packers, Dallas Cowboys and Baltimore Ravens.

This is Oakley’s second year as an official on-field partner of the NFL. The “We Shape the Future” campaign film can be seen below.



Oakley noted that football fans can expect to see Oakley innovations on the NFL field in Prizm Clear Football Shields and off the field in everyday life. The brand also has an officially licensed NFL eyewear product line, available for all 32 teams that features Prizm, official team logos and team color accents. NFL team microbags, leashes and cases are also available.


Derwin James Jr. 

Patrick Mahomes II
The “We Shape the Future” campaign unites Team Oakley players in their quest for victory and progress while under constant judgment about their impact, according to the announcement.

“The haters will be proved wrong, I can tell you that,” said Baltimore Ravens quarterback Jackson. “I am energized by the possibility of the future. Relentless hard work, hustle, love of the game and vision—that’s what I will bring today and every day.”

Kansas City quarterback Mahomes, a Super Bowl LIV champion and MVP, has proven that he is a visionary on the field, but in a year with so much uncertainty and doubt, he has also demonstrated that he has a plan to ignite change off the field, the announcement noted. “It’s bigger than football,” said Mahomes. “It’s important that we all work together to shape the world into a better place. The time is now.”

As a brand that believes in “one team and supporting the voices and visions of our athletes,” Oakley also noted that it has pledged a donation to Mahomes’ foundation, “15 and the Mahomies,” and their fight to improve the lives of all through equal opportunity.

“Our support of Team Oakley doesn’t end when the whistle blows—it is unwavering day-in and day-out, on and off the field,” said Ben Goss, Oakley’s global marketing director. “We will continue to innovate on the product side and push the boundaries of sport and style, while standing for 'one team' because we believe that together we can and will shape the future.”

Oakley noted that football fans can expect to see Oakley innovations on the NFL field in Prizm Clear Football Shields and off the field in everyday life. The brand also has an officially licensed NFL eyewear product line, available for all 32 teams that features Prizm, official team logos and team color accents. NFL team microbags, leashes and cases are also available.