Travis Scott simply secured a brand new title: Chief Visionary at Oakley.
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The rapper and producer has joined the long-lasting eyewear model in a multi-year deal that goes far past a regular superstar endorsement. This marks the primary time Oakley has ever awarded somebody that title. Scott, a longtime fan of the model, is stepping right into a inventive management position, though Oakley has not but revealed the total scope of what “Chief Visionary” will entail.
In a press release, Scott mentioned, “I’m impressed by what folks assume can’t be achieved. It’s about pushing tradition and remodeling concepts to see how far they’ll go. Oakley’s design recreation is subsequent degree, and I needed to be a part of that. We’re constructing one thing that blends legacy with the long run. That is only the start.”
Oakley’s World President, Caio Amato, added, “Right now marks a daring new chapter in Oakley’s historical past as we proudly welcome Travis Scott as our Chief Visionary—a title that speaks to creativity, perception, and goal, to forge one thing that’s not solely completely different, it’s defining.”
To rejoice the announcement, Oakley dropped limited-edition merch, together with hoodies, graphic tees, and posters. The items replicate Scott’s signature aesthetic: earth tones, outsized matches, and dystopian streetwear vibes.
A capsule assortment is rumored to launch later this yr, doubtlessly coinciding with one in all Scott’s upcoming performances or competition appearances. Sources near the model say that is solely section one. Anticipate unique eyewear strains designed with Scott’s enter, full marketing campaign rollouts, and collaborations that mix sports activities, streetwear, and artwork.
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