Oakley: The Era of Athletic Intelligence

For the first time in its history, Oakley aired a commercial during one of the world’s most-watched broadcasts: Super Bowl LX. The 2026 spot marked a new moment for the brand, reflecting the ongoing overlap of sport, technology, and culture — an intersection Oakley has long been part of.

That appearance built on a presence the brand has established over time. As the NFL’s official on-field eyewear partner, Oakley’s Football Shields are now common across the league, while its off-field frames regularly show up in tunnel walks, training footage, and creators’ POV content. In that context, the Super Bowl spot felt less like a departure and more like a continuation.

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