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
Key Themes Behind This Trend
- 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
- 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
- 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
Where This Applies
- Eyewear
- With the relaunch of vintage sunglasses designs, the eyewear industry can tap into nostalgia and appeal to consumers who want a distinctive look
- 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
- 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
