Oakley is a brand founded on a figure-it-the-f*ck-out (or DIY) mentality, rejecting societal norms and expectations, and defining a different path is what makes us unique. 
 
From the beginning, the brand was never distracted by following trends or doing the latest 'thing,' and this ability to work towards a unique vision put us on a fixed trajectory: forward. Whenever the template wasn't available, we created one. When there was no machinery to bring our designs to life, we built it ourselves. And if the skeptics said it wasn’t possible, it just fueled the fire.

In 1980, through what was meant as a marketing stunt, Oakley began to expand its offering in the motocross world simply by trying to gain more exposure in the grip industry. The same disruptive thinking that led to the reimagining of the grip was applied to a new innovation that radically improved protective racing eyewear. 

O Frame MX provided riders with an intuitive, secure fit, an expanded field of view, and reduced visual distortion. Its superior performance made it the first choice of some of the top pro riders at the time. Our approach to making the logo highly visible on the lens front and strap set the stage for our entrance into the optics arena. We were getting exposure from the most respected people in the motorcross community before our budget could stretch to making endorsement deals happen.