Oakley has announced that, after years of Travis Scott fueling the brand through his stage wardrobe and eyewear choices on the Circus Maximus tour, the duo has partnered. Oakley has named Scott as its first Chief Visionary, announcing a multi-year partnership that will reimagine the brand's creative future.
Throughout recent years, Scott has been a driving force on Oakley's cultural renaissance, integrating the brand's signature eyewear and logo into his post-apocalyptic tour wardrobe, helping shape its resurgence through organic connections and creative alignment. His arrival as Chief Visionary marks a new chapter in Oakley's 50-year legacy, says the brand.
"Today marks a bold new chapter in Oakley's history as we proudly welcome Travis Scott as our Chief Visionary — a title that speaks to creativity, belief and purpose, to forge something that's not only different — it's defining," says Caio Amato, Global President of Oakley.
The partnership will see Scott and his Cactus Jack creative team working together with Oakley's team to create new campaigns, reimagine Oakley's catalogue of styles and offer perspective on Oakley's future eyewear and apparel, featuring some of Scott's on-stage tour favourites, adds the brand.
The two parties will also create totally new eyewear styles together and introduce collaborative apparel through Scott's Cactus Jack brand lens, says Oakley.
"I'm inspired by what people think can't be done. It's about pushing culture and reworking ideas to see how far they can go," concludes Scott. "Oakley's design game is next level, and I had to be part of that. We're building something that blends legacy with the future — this is just the beginning."
For more information, visit www.oakley.com. You can also follow Oakley on Facebook, X, or on Instagram.
*Image courtesy of Facebook