Sell the Hub, Not the Gadget


Oakley isn’t just making eyewear anymore … it’s building a platform for the future. I bought my first pair of Oakley Pilots in the ’80s, watching Greg LeMond win races like the Tour de France in his. Back in the day, Oakley was pure performance eyewear. They grew into prescription glasses and sunglasses (I’ve owned a few of those as well). Now they’re something else entirely. Oakley has been actively positioning itself as a technology company, after launching its Future 5 innovation lab and...