# Performance-Driven Golf Campaigns Oakley Debuts Next Chapter of 'A New Course is Calling' By Kalin Ned | Published 2026-04-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/a-new-course-is-calling References: [oakley-media-hub.prezly](https://oakley-media-hub.prezly.com/oakley-unveils-latest-chapter-of-a-new-course-is-calling-for-golfers-who-see-the-game-differently) The [eyewear and sport performance brand Oakley](https://www.trendhunter.com/trends/satisfy-and-oakley) has unveiled the latest chapter of its 'A New Course Is Calling' golf campaign. This marketing venture features [Team Oakley](https://www.trendhunter.com/trends/youth-female-flag-football) athletes, including PGA Tour winner Min Woo Lee, two-time NBA champion turned collegiate golfer JR Smith, pro golfer Paris Hilinski, and Supercross champion Chase Sexton. The campaign seeks to highlight a new golf eyewear collection that introduces Prizm Slate lenses — a higher transmission option fine-tuned for cloudier days and heavily shaded areas. Oakley's 'A New Course Is Calling' campaign is presented through a short film shot at Wolf Creek Golf Club. It showcases branded and performance-driven eyewear innovations, including the Suture Jacket, the [Bisphaera](https://www.trendhunter.com/trends/performancedriven-eyewear), the Flak 2.0 XXL, the Versafuse RX, and the Neoastra RX. Image Credit: Oakley ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 55% | Activity: 48% | Freshness: 71% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Performance-optimized Eyewear:** A shift toward sport-specific frames and lens tuning creates room for optics that integrate biomechanical data and environment-aware materials to redefine athlete performance tools. - **Athlete-led Lifestyle Campaigns:** Major brands leveraging crossover athletes and storytold short films signal new branding models where athlete personas drive product adoption beyond traditional sport audiences. - **Adaptive Lens Technology:** Advances in variable-transmission and context-sensitive lenses point to eyewear that dynamically adjusts to lighting and terrain, potentially replacing one-size-fits-all optics. ### Sectors Adopting This - **Sports Apparel and Equipment:** Integrating smart optics with apparel ecosystems could produce bundled performance systems that transform how athletes select and tune gear. - **Golf Course and Facilities:** Course operators adopting elevated fan experiences and branded performance partnerships may reshape venue monetization and participant engagement models. - **Optical Technology and Manufacturing:** Emerging demand for specialized lens chemistries and precision coatings suggests manufacturing shifts toward modular, customizable production lines. ## Related on Trend Hunter - [Gaming-Inspired Eyewear](https://www.trendhunter.com/trends/oakley-x-100-thieves.md) - [Tech Fashion Sport Campaigns](https://www.trendhunter.com/trends/athletic-intelligence-is-here.md) - [Technical Eyewear Capsules](https://www.trendhunter.com/trends/oakley-jacket.md) - [Snow Goggles Innovation Narratives](https://www.trendhunter.com/trends/snow-dna.md) - [Athlete-Approved Winter Goggles](https://www.trendhunter.com/trends/flow-scape.md) - [Performance-Driven Winter Sport Lines](https://www.trendhunter.com/trends/team-collection.md) - [Athlete-Developed Performance Golf Capsules](https://www.trendhunter.com/trends/fusion-collection.md) - [Futuristically Chic Collaborative Lines](https://www.trendhunter.com/trends/the-oakley-factory-team.md) - [Athlete-Inspired Eyewear Capsules](https://www.trendhunter.com/trends/players-collection.md)