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Oakley Taps Ad Agency Eleven for Brand Campaign

CEO Colin Baden Wants Oakley's Version of Nike's Just Do It

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Oakley CEO Colin Baden
Oakley CEO Colin Baden

Now Oakley gets a chance to create its own version of Just Do It.

The sports eyewear company has selected Eleven, San Francisco, as it new ad agency after a review that initially included more than 15 shops.

Colin Baden, CEO of the Foothill Ranch, Calif.-based company, previously said the winning shop would be asked to create a "company-wide mantra around the brand."

Oakley representative Cheri Quigley confirmed that Eleven has been tapped as "lead creative agency for the company's 2015 brand campaign and platform."

Oakley spent $11.3 million on advertising in 2013, according to Kantar Media. But that spending is likely to rise since Mr. Baden said the company needs to "think big" about its image efforts going forward.

Oakley was handling marketing in-house from its corporate campus and design center. Among the shops that have recently worked with Oakley on projects are Factory Design Labs in Denver and New York-based Thinkmodo.

The company has also suspended its athletic sponsorship of Olympic sprinter Oscar "The Blade Runner" Pistorius pending the results of his trial for allegedly murdering his girlfriend in South Africa. Oakley previously split with cyclist Lance Armstrong after he admitted to using performance-enhancing drugs.

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