Oakley launched on Feb. 17 a new marketing campaign in 22 countries under the “One Obsession” tagline. It invited people to share the passions of any of the brand's 450 sponsored athletes including skateboarder Eric Koston, surfer Gabriel Medina, cyclist Mark Cavendish, all-star baseball player Matt Kemp, Moto GP champion Marc Marquez, cricketer Virat Kohli and badminton player Lin Dan. The campaign is being aired on oakley.com and activated through digital, social, outdoor, retail and normal media advertising. Early in April, the One Obsession campaign materialized through three hubs open to the public in London for cycling, Los Angeles for skateboarding and New York for baseball.