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
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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
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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
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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
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Eyewear — With the relaunch of vintage sunglasses designs, the eyewear industry can tap into nostalgia and appeal to consumers who want a distinctive look
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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
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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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