Oakley has signed a four-year deal in the U.S. with the National Football League (NFL). According to Renie Anderson, the NFL's chief revenue officer and executive vice president of partnerships, the deal took two years to negotiate. It is also the largest ever signed by the Californian eyewear brand, which has now become one of the league's on-field partners and licensees.
As of the forthcoming season, the players of all 32 teams in the NFL will have the option of wearing Oakley shields with Prizm lenses in their helmet during league play. For the fans, moreover, Oakley will be producing an NFL eyewear collection, also with Prizm lenses. There will be two men's styles, Holbrook and Flak 2.0 XL, covering all 32 teams, and one women's style, Low Key, covering seven teams.
The eyewear will have a team logo etched on the lens and color accents. Fans will otherwise be able to choose their own colors and logo through the Oakley Custom Program. According to Oakley, Prizm lenses, with their slight tint, should keep the players safer by providing a more vivid view and revealing details that escape the naked eye. To demonstrate, Oakley has filmed a one-minute ad – available online – with sequences shot on the field from the players' point of view.
Oakley has also signed endorsement deals with three NFL players: Patrick Mahomes II of the Kansas City Chiefs, JuJu Smith-Schuster of the Pittsburgh Steelers and Derwin James Jr. of the Los Angeles Chargers.
Smith-Schuster will be wearing the lenses in Oakley's Football Shield on the field and in a variety of lifestyle eyewear, such as Oakley's Frogskins Mix, Sutro and Apparition, off the field. The 22-year-old athlete made a name for himself playing for the University of Southern California before the Steelers drafted him in 2017. The following year he had 111 receptions and 1,426 receiving yards. He is also a gamer and YouTuber.
Non-NFL athletes on Oakley's roster include Aaron Judge of the New York Yankees, the skateboarder Ryan Sheckler, the surfer Julian Wilson and the MotoGP racer Valentino Rossi.
Owned by the Luxottica Group, Oakley has been producing shields for football helmets for about 20 years.