Oakley introduces Crosslink, a new category of ophthalmic frame with a true crossover design that lets the wearer go from work to play without missing a beat. A key feature of the frame is the interchangeable temple design. Each style comes with a set of temples that complements the frame front plus an additional pair in a different color. Crosslink uses such Oakley performance innovations as Unobtanium, a material for the earstems and nosepads that increases grip when it becomes sweaty and creates a secure Three-Point Fit that eliminates pressure and keeps the lenses in precise optical alignment. The earstems also utilize Oakley’s stress-resistant O Matter. The result is a contemporary/sporty design that’s extremely durable and can sustain activities from running and hiking to biking, golf and tennis.


PHILOSOPHY:
“We developed Crosslink based on a real need in the marketplace. Our goal was to design a prescription frame that looks good aesthetically and performs even better. The versatility of the piece allows it to go from the office to the golf course, from school to the hiking trail and beyond,” says Dawne Hanks, Oakley optics channel marketing manager. “As we like to say, ‘one frame, endless possibilities.’”

MARKETING:
Merchandising materials include self-standing easels, box easel, double-sided poster, Duratrans and in-case cards. Golf superstar Rory Mcllory is an ambassador for Crosslink and will be featured in the marketing campaign.

PRICE POINT:
$$$. For additional information, contact Oakley, (800) 431-1439; website: oakley.com

INSIGHT
Oakley was started by Jim Jannard in 1975. The name Oakley came from Jannard’s dog, an English Setter. Jannard began by selling what he called “The Oakley Grip” out of the back of his car at motocross events. His motorcycle grips used a patented material known as Unobtanium created by Jannard. The material is still used to make the earsocks and many of the nosepieces on Oakley glasses.