Entries in sports marketing (1)

Tuesday
Jun122012

Oakley Has A Vision: Extends USOC Olympics Deal Through 2020

Special to NYSportsJournalism

June 12, 2012: The U.S. Olympic Committee has signed an extension deal with Oakley that makes the company the official eyewear supplier to Team USA through 2020.

Oakley signed with the USOC in late 2010, making the 2012 Summer Games the brand's first as an official Olympics marketing partner. Financial terms of the deal were not disclosed.

Oakley’s athletes include Kristen Armstrong (Olympic gold medalist, cycling), Bryan Clay (Olympic gold medalist, decathlon), Susan Francia (Olympic gold medalist, rowing), Lolo Jones (world champion, 100m hurdles), Taylor Phinney (world champion, cycling), Wallace Spearmon (world champion, 4x100m relay) and Kerri Walsh (two-time Olympic gold medalist, beach volleyball, pictured).

Oakley has licensing rights for protective, active, lifestyle and corrective eyewear, including glasses, sunglasses, goggles and associated accessories. A percentage of the proceeds from sales of all Team USA eyewear will support the training of U.S. Olympic and Paralympic athletes and hopefuls.

“Decades of Oakley innovation were venerated when we were selected as the official licensee and eyewear supplier to Team USA for London 2012, and it is a tremendous honor to have the partnership extended so far into the future,” Scott Bowers, Oakley’s svp-global marketing and brand development, said in a statement.

Following London, the company will supply product to the U.S. delegation at the Sochi Winter Olympics in 2014, Rio de Janeiro Summer Games in 2016, Pyeongchang Winter Games in  2018 and the 2020 Olympic and Paralympic Games, the host city of which will be named in 2013.

In addition, Oakley said it would support Team USA at the Youth Olympic Games for Nanjing 2014, Lillehammer 2016 and the yet-to-be-decided hosts of the 2018 and 2020 Youth Games.

According to Lisa Baird, CMO for the USOC, “U.S. athletes trust Oakley eyewear, and we are proud to partner with a company that has earned such a distinguished reputation for performance technology. In addition, the partnership allows Team USA fans to show their support for athletes by purchasing products from the Team USA Collection.”

The USOC also recently extended deals with GE and Deloitte.

Oakley said that the Team USA eyewear collection would "evolve with continual updates to keep pace with Oakley’s latest performance inventions and style innovations." The initial Olympic collection features ten sunglass styles in 11 different colors, plus one active-lifestyle prescription frame.

“Oakley is driven 'Beyond Reason' to achieve innovation worthy of the world’s best athletes," said Bowers in a reference to the brand's marketing tagline. "We look forward to the future of our USOC partnership and to reinventing possibility for U.S. Olympians and Paralympians who will put their faith in our products during the performances of their lives.”

GE Ups USOC Olympic Alliance

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