Oakley Relaunches Its Ultra-Lightweight 'Sub Zero' Shades from the '90s
Niko Pajkovic — April 29, 2022 — Fashion
Premium eyewear brand Oakley has reached back into its '90s-era archives to relaunch its Sub Zero sunglasses. The ultra-lightweight pair of shades was designed over 30 years ago when Oakley set out to create a pair of sunglasses that weighed close to nothing.
Now, the Sub Zero arrives with the same lens shape but in a new range of colorways. Moreover, today's version introduces a handful of new, upgraded details. These include Prizm Lens Technology, a shield lens design, and Unobtainium ear and nose pads.
To promote the Sub Zero shades and its corresponding collection, Oakley teamed up with superstar skateboarder Aori Nishimura for a unique marketing campaign.
“Skate culture through the decades influences my style when I am on and off my skateboard and I am naturally drawn to unique and disruptive designs, so I was immediately into the Sub Zero. Through my own pursuit I personally connected with the attitude of being able to achieve the impossible so it’s awesome to be part of this reissue," said Aori Nishimura in a recent press statement.
Image Credit: Oakley
Now, the Sub Zero arrives with the same lens shape but in a new range of colorways. Moreover, today's version introduces a handful of new, upgraded details. These include Prizm Lens Technology, a shield lens design, and Unobtainium ear and nose pads.
To promote the Sub Zero shades and its corresponding collection, Oakley teamed up with superstar skateboarder Aori Nishimura for a unique marketing campaign.
“Skate culture through the decades influences my style when I am on and off my skateboard and I am naturally drawn to unique and disruptive designs, so I was immediately into the Sub Zero. Through my own pursuit I personally connected with the attitude of being able to achieve the impossible so it’s awesome to be part of this reissue," said Aori Nishimura in a recent press statement.
Image Credit: Oakley
Trend Themes
1. Revived Retro Eyewear - Eyewear brands are relaunching designs from the past with modern updates, presenting an opportunity for brands to tap into nostalgia and appeal to consumers who want a unique and distinctive look
2. Enhanced Performance Technology - Brands are incorporating new technologies into product designs to enhance performance and add value, providing opportunities for innovation and differentiation in competitive markets
3. Collaborative Marketing - Collaborating with influencers or celebrities can add authenticity and credibility to a product launch and create buzz among target consumers, presenting an opportunity for brands to leverage the power of social influence
Industry Implications
1. Eyewear - With the relaunch of vintage sunglasses designs, the eyewear industry can tap into nostalgia and appeal to consumers who want a distinctive look
2. Sporting Goods - Integrating new technologies into product designs builds upon the existing foundation of performance enhancing products creating differentiation in competitive markets, opening up opportunities for innovation and brand distinction
3. Advertising and Marketing - Collaborations with influencers in marketing campaigns provide an opportunity for brands to leverage the power of social influence to add authenticity and credibility to a product launch, creating excitement and boosting sales
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