A bike is more than two wheels—this is the mantra of OAKLEY's newest installment of its “Be Who You Are” campaign. The latest chapter showcases the brand’s 2022 Bike Collection for mountain biking and road cycling, and features community partnerships and narration from Team Oakley road cyclist Mark Cavendish. The piece highlights the ways in which a bike goes beyond just two wheels—it’s an enabler of human possibilities, strength and freedom, giving the rider the power to explore infinite paths.
As part of the campaign, Oakley partnered with South African cycling group Fixie Fit and BMX rider and racer Wanga Moshani. Made up of artists, directors and local fashion designers, Fixie Fit (pictured left) is an urban bike crew that has grown into a community of riders highlighting diversity and inclusivity within BMX. Wanga Moshani (pictured bottom left) started riding at the age of 10 and has been actively involved for over a decade with Velokhaya, a cycling academy that uses cycling, education and mentoring youth living in communities with limited access to opportunities to support on and off their bikes. As the reigning South Africa Elite BMX Champion, Moshani aims to show others how a bike can change lives.
Oakley’s partnerships with both Moshani and Fixie Fit explore not only their skills on a bike, but the ways that each support, value and empower their communities off the bike. They tell their individual stories on how a bike has become more than a vehicle of transportation, but a vehicle for expressing oneself and finding purpose, family and community. “At Oakley, since our very early days, we see the bike world as an enabler of humanity. From world class athletes to local communities of mountain bikers; from the streets of New York to the fishing villages of Brazil; from a kid on his first bike to the legend of Mark Cavendish. A bike is much more than just two wheels, it’s an enabler of human possibilities,” says Caio Amato, Oakley global head of marketing. “We want to inspire bikers from all over the world to believe in themselves and enjoy the ride.”
Along with the newest chapter of Be Who You Are, Oakley launches the 2022 Bike Collection, featuring a range of helmets, sunglasses, apparel, accessories and protective gear for a variety of cycling and mountain biking terrains. The 2022 MTB collection offers new style Sutro Lite Sweep, a functional sport sunglass with an extended field of view and impact protection, and signature vented lenses for increased airflow. Style Kato is the starring sunglass of the 2022 Road Cycling Collection, featuring Prizm Road lenses engineered for spotting subtle changes in road texture hazards such as rocks and potholes.
Catch the newest chapter of the campaign at Oakley’s YouTube channel and on Instagram @oakley.