What is your passion? What inspires you? Oakley wants you to #LiveYours with “One Obsession,” a new campaign inviting people to join the brand’s global athlete ambassadors in living out their dreams. By celebrating the pursuit of passion among professional and everyday athletes, the campaign binds together those who wish to inspire others and turn their dreams into realities. The multichannel campaign spans 22 countries and begins with a short film on the brand’s social and digital channels. Featuring professional and nonprofessional athletes, the film teases an upcoming series of intimate and inspirational portraits from around the world that will debut throughout the year. Featured professional athletes include skateboarder Eric Koston, Major League Baseball All-Star Matt Kemp, professional cyclist Mark Cavendish, cricketer Virat Kohli, world surfing champion Gabriel Medina, MotoGP champion Marc Marquez and badminton player Lin Dan. The interactive campaign also includes digital, social, outdoor and advertising components as well as retail activations, live events and an enhanced digital experience, including Oakley’s website where participants can upload photos of where their obsession lives. From a mountaintop, hiking trail or secluded beach, the brand encourages people around the world to join over 450 Oakley athletes and celebrate the #LiveYours movement. The hashtag ignites a global discussion around each person’s passion, obsession and inspiration. Contributions to the #LiveYours movement will be rewarded with surprise experiences and access to inspirational athletes.

“Oakley celebrates those who relentlessly pursue their passions, and we encourage others to do the same,” says David Adamson, Oakley SVP of marketing. “With One Obsession, we are excited to facilitate conversations with professional athletes—enabling them to connect with consumers through a new, shared experience.”

Another unique aspect of the campaign brings One Obsession to life with three brand hub locations. Beginning in April, each hub gives participants the opportunity to further live out their obsessions—skateboarding in Los Angeles, baseball in New York and urban cycling in London. Similar to Oakley’s global mission of innovation and its devotion to athletes, One Obsession creates limitless opportunities for athletes to share their exciting lifestyles. It’s time to tell us about your obsession—get involved at oakley.com/oneobsession and join the conversation using #LiveYours.

—Victoria Garcia