Inside Oakley

Greg Smith

Hear the word Oakley and you immediate think sunglasses. However, sunglasses are only one part of this company’s success and prominence in the worldwide action sports market.

Oakley Inc. was started in 1975 by Jim Jannard, a young entrepreneur with a passion for science. Jim believed there were no limits, so with $300 and a goal to create products that work better and look better than anything else, Jim commenced building his own empire.

Jim’s first product was a new style of motocross handgrip made from his newly created rubber material (dubbed “unobtainium”) that didn’t get slippery when wet. The grips, designed with a unique pattern and shape that fitted the rider’s closed hand, were immediately embraced by the industry and quickly endorsed by the Pro riders of the time. The rest, as they say, is history.
From grips, Jim created the revolutionary O Frame® goggle, before focusing on creating sports-compatible sunglasses; a development that would start an evolution of the eyewear industry throughout the ’80s.

Each new invention was embraced by sporting professionals in many different categories and, 36 years on, Jim and his team remain at the top of their industry.

Now globally recognised as a complete sport and lifestyle brand, Oakley manufactures products that cross over every element of a sportsperson’s life. There are sunglasses, prescription eyewear, goggles, electronics, apparel, footwear, accessories and watches; along with a mountainous load of sub-categories that are all produced by this global manufacturing giant.
During a recent trip to USA, we were given the opportunity to take a tour of Oakley Headquarters in Orange County, California.

On arrival, we found that Oakley Headquarters was no ordinary building. Perched on a rise with a motocross track hugging the perimeter, the building was spectacular and something you’d expect to see in a futuristic Hollywood movie, not in a bustling industrial estate.

The design of the building couldn’t be more emblematic of a company that merges art and science to ignite imagination. The fighter jet seats that feature prominently in the lobby area give visitors a taste of how extraordinary this building is.

Inside the ‘design bunker’, it was a hub of activity with over 2000 Oakley recruits working 24/7 to design, manufacture, test, package, market and sell more than 600 products that make the Oakley brand one of the most innovative sport and lifestyle brands in the world.

During out tour, we clearly saw that when it comes to design and development of products, Oakley leaves no stone unturned. They desire quality over quantity and rather than having automated machines doing the work, Oakley headquarters is a buzz of people manually assembling and checking the quality of all their products. Even the boxes the products come in are made up by some of the recruits.

Our tour commenced with at the in-house “Oakley Test Lab” were our guide, Ryan, showed us laser XYZ optics testing and visual clarity tests comparisons between Oakley lenses and a few other brand lenses. Both visual tests showed that there is more to sunglasses than merely the fashion statement they make.

It was then into the production area where we got a taste of the extraordinary length Oakley goes through to ensure they have the best quality products. Product testing is pivotal in the development process and we were blown away by the depth of their testing processes used for many of the products. We saw stainless steel pellets being shot at close range to test a series of sunglasses commissioned by the USA Army, and then given a demonstration of the testing done on some of the fireproof materials used on racing protection gear and shoes.

We were shown the “secret” 400-seat amphitheatre where all the new products are released to the masses. Along the way we were shown the in-house retail store where they can work on store product presentations and point of sale ideas. All throughout the building are constant reminders of the athletes who have helped shape the public image of the brand.

The only ‘no access’ area we came across during our tour was the design hub, the place where Oakley’s ‘mad scientists’ are hidden away and treated like royalty as they create their masterpieces. Due to the nature of the business, this area of Oakley must remain top secret until the next ‘big thing’ is designed, created, tested and launched.

So after more than an hour-and-a-half touring the building (anyone travelling alone would need to leave a breadcrumb trail), we arrived back at reception.

We’re not sure if we have been able to explain in words how fabulous this place was as photography was not allowed inside the main production area, but we can say that we were already hooked on Oakley products before our visit. After being afforded the privilege of a tour, we are truly lifelong Oakley brand fans, proudly sporting Oakley products from head to toe.