Step Into The Next Chapter Of Oakley's Future
Imagine stepping into a world where your favorite brand isn’t just a logo on a product, but an entire universe waiting to be explored. With the digital world elbowing its way into fashion more and more as of late, we can now interact with our favorite brands or celebrities without even leaving the house–and we’re here for it.
After already teasing its leap into this world last year, Oakley is now reentering the game with the release of the animated short film “Future Genesis: Chapter One”. Introducing a new brand story, the sportswear brand is not only giving us a visual experience, but also a special adaptation in the form of an exciting comic book.
Oakley started its journey almost 50 years ago, sparking a legacy driven by boldness. With introducing Future Genesis last year, it's now marking the start of a new adventure, merging the deep-rooted legacy with the energy of a new era. Future Genesis demonstrates how Oakley is reinventing itself and bringing a vision of a protopian future to you–and it’s only just the beginning.
So what is a protopian future? Well, imagine a world where every day is better than the one before. That doesn’t sound too bad, right ? Future Genesis shows how Oakley takes matters into its own hand, creating its own universe, and flipping the script on everything from storytelling to retail.
Brian Takumi, VP of Creative & Soul at Oakley, talks about the significance of this journey and the reinvention of the brand commenting “This is more than a story and a campaign; it is a framework with a brand vision translated towards a limitless future and into the real world. From the renovation of our Foothill Ranch Lobby and global stores to product design and innovation, it is the beginning of reimagining everything for Oakley.” This new chapter in Future Genesis is set just after Oakley’s original 1992 Max Fearlight film and ahead of the teaser films dropped last year.
Chapter One and the preview comic reintroduce Max Fearlight, an iconic rebellious spirit that symbolizes a lot of what Oakley stands for. As Fearlight becomes increasingly more cautious of the outside world, he “undergoes an evolution parallel to the brand”, as Takumi explains. We are also introduced to his wife Sasha, who unlike Max remains hopeful and eagerly anticipates a brighter future. In the midst of this dynamic between the two, we meet their daughter, the unruly Maxine Fearlight first introduced in the teaser release in 2023. Determined to create her own legacy and seize opportunities amid the chaos, Maxine embodies the spirit of curiosity, optimism, and promise of Oakley’s future. In other words, she’s basically here to save the world.
To mark the occasion of Chapter One in Future Genesis, Oakley is releasing a preview comic that outlines the story in collaboration with Dark Horse Comics, one of the largest comic publishers in the US. The short comic will be available in late May, including a preview of the forthcoming chapters—so all you avid comic-lovers better stay tuned.
Oakley’s Future Genesis is a story about the power of imagination, the courage to embrace change, and the endless possibilities that await when we dare to see the world through new eyes. It’s here to remind us that the journey to conquering a bright future isn’t just about overcoming obstacles; it’s about embracing the thrill of the unknown and the promise of what lies ahead. We can’t wait to see what’s in store in this exciting new chapter, what about you?
Future Genesis: Chapter One will be available on the 21st of May at oakley.com/futuregenesis.
