Every story has a beginning. For Oakley, it began in 1975 and since then, the brand has developed and implemented a vision for the future in the present, developing a rich history of culturally significant products.

Oakley is now returning to his disruptive development spirit and writing the next chapter with a better future in mind. Welcome to Future Genesis.

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The brand will embark on a new path that is rooted in its DNA. This fundamental change will trigger an updated brand direction and a creative perspective that will influence both storytelling and iconic product innovations.

This evolution is personified by Maxine Fearlight, Oakley's newest protagonist.

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“At Oakley, we don't believe in predicting the future — we're creating our own,” says Caio Amato, Oakley's Chief Marketing Officer.

“Oakley has always been known for creating its own vision of the future, from the products to the architectural design of our stores. Future Genesis continues to develop this story to make sure we're all dreaming the same dream. We've reworked our story about the hero Max Fearlight from the 90s and created a whole new chapter in which Max is forced to see the world through the eyes of his daughter Maxine, a young, brave explorer. The result is a fascinating new brand context that remains true to the rebellious Oakley DNA but is viewed from a protopic perspective. Future Genesis is our ultimate platform for developing new products, new technologies, and brand designs that challenge everything that already exists. Because uniformity is more harmful than UV rays.”

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The first glimpse of Future Genesis is presented in the form of two short films that take viewers back to the world of Oakley's original 1992 film, “Max Fearlight.”

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In order to show the connection between past and future and to put the brand's message into practice, father and daughter are at the center of the films.

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Fans of the original movie will immediately recognize Max Fearlight and the bunker where he began exploring the unknown.

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Max represents the past, a dystopian vision that once encompassed everything Oakley brought to the world. Future Genesis introduces Max to a transformational journey by introducing the brand's newest protagonist: Maxine Fearlight, who has set out to go her own way.

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Maxine embodies the dream of a protopic future for the brand, which flows into the work of Oakley and his partners and results in products that can best be described as extraterrestrial physics, which has been elevated to an art form, and to brand campaigns that appear to come from another galaxy.

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“Future Genesis allows us to stick to our heritage while expanding the limits of our ambitions,” says Brian Takumi, VP of Creative & Soul at Oakley.

“Maxine embodies this duality that honors both yesterday and tomorrow. The spirit and optimism with which she guides us is the same that governs our approach to product design. Oakley's fundamental DNA is not to follow trends that already exist, but to develop a vision for what could be. Future Genesis will serve as a platform for us to continue to innovate in technology and design and develop the brand and industry. It will be brought to life through collaborations and brand campaigns — and will continue to permeate everything we bring to the world, from our dreams to shelves.”

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The products presented in the short films also serve a higher purpose. Max is wearing Medusa, a legacy product that has been redesigned as a digital concept to suit his activities in a virtual world.

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The digital world is also influencing the real world, and the 13:11 sunglasses, inspired by the ones Maxine wears in the trailers, will be real and on the market from 2024.

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These teasers are just the start, as more will follow in the coming years to mark the brand's 50th anniversary.

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Photos via Oakley