FUTURE GENESIS: OAKLEY® MULTIMEDIA ODYSSEY CONTINUES TO UNFOLD WITH CHAPTER ONE
LAUNCHING NEW ANIMATED FICTION FILM & PREVIEW COMIC DROP WITH DARK HORSE COMICS PARTNERSHIP
Tuesday, May 21, 2024 — Oakley®’s story began in 1975, igniting a history fueled by audacity. Now, the brand legacy unfolds with the new release "Future Genesis: Chapter One," an animated fiction film and an adaptation in the form of an ashcan preview comic by Dark Horse. Set in the aftermath of the original 1992 Max Fearlight film and preceding the teaser films released in 2023, this next chapter heralds a new era, channeling Oakley’s disruptive DNA into an evolutionary path of unleashed possibility.
Future Genesis is the journey to a protopian future, a world that is better today than yesterday. Oakley fuses its almost 50-year legacy with the momentum of a new generation, embracing a vision of hope and acceptance while remaining true to its DNA. This universe-building continues to reinvent the brand at every pillar —including storytelling, retail, and upcoming products.
“Chapter One follows Max Fearlight, symbolizing Oakley's legacy, as he undergoes an evolution parallel to the brand,” shared Brian Takumi, VP of Creative & Soul at Oakley. “This is more than a story and a campaign; it is a framework with a brand vision translated towards a limitless future and into the real world. From the renovation of our Foothill Ranch Lobby and global stores to product design and innovation, it is the beginning of reimagining everything for Oakley.”
The Chapter One film and preview comic re-introduces Max, the cornerstone of Oakley’s heritage, who grows increasingly more cautious of the outside world, and a new character, his wife Sasha, whose outlook remains hopeful. Caught in between is their rebellious and spirited daughter, Maxine Fearlight, who’s set on creating her own legacy and embodies the essence of curiosity, optimism, and the promise of Oakley’s future. Looking into the storm, Max perceives danger, Sasha envisions a brighter tomorrow, and Maxine sees sparks of possibility amidst the chaos.
Carving a new multimedia path ahead, Oakley progresses its storytelling in a new form by partnering with Dark Horse, one of the largest comic publishers in the US, to unveil a preview comic depicting the Future Genesis storyline and made available in late May.
“Partnering with Oakley for Future Genesis: Chapter One is an exciting opportunity for Dark Horse, and we are thrilled to bring the world of Future Genesis to life through this unique preview comic book,” said Cara O’Neil, Vice President of Marketing at Dark Horse Comics.
Fantasy informs reality as Future Genesis brings new breakthroughs to be announced from Oakley through easter eggs, signaling the brand's new wave of distinctive design and progressive technology.
From 21 May, follow the journey as Oakley writes its future alongside Maxine, as she seeks hope in the very storm that defines her existence. Future Genesis: Chapter One will be available to view at www.oakley.com/futuregenesis.
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ABOUT DARK HORSE COMICS
Founded in 1986 as an offshoot of his comics retail chain, Mike Richardson launched Dark Horse Comics with the goal of creating a welcoming environment for comics professionals. The company strives to be an example of how integrity and innovation can broaden a unique storytelling medium and transform a company with humble beginnings into an industry giant. Dark Horse has published the work of many of the greatest talents in the industry, past and present. The company also set the industry standard for quality licensed comics, graphic novels, collectibles, and art books based on popular film and gaming properties. Dark Horse established an entertainment division in 1989, finding success with company-owned projects The Mask and TimeCop. Additionally, Dark Horse has a long tradition of establishing new creative talent throughout all of its divisions. In 2022, Dark Horse Media, LLC was established as the parent company of all three divisions, and became part of Embracer Group AB, strengthening the company’s transmedia capabilities.
ABOUT OAKLEY
Established in 1975 and headquartered in Southern California, Oakley is one of the leading product design and sport performance brands in the world. The holder of more than 900 patents, Oakley is a culture of creators, inventors, idealists and scientists obsessed with using design and innovation to create products and experiences that inspire. This philosophy has made Oakley one of the most iconic and inimitable brands on the market, with products that world-class athletes around the globe depend on to compete at the highest levels. Oakley extended its position as one of the world’s leading sports eyewear brand into apparel and accessories, developing men’s and women’s product lines that appeal to Sports Performance, Active and Lifestyle consumers