OAKLEY NAMES TRAVIS SCOTT CHIEF VISIONARY OFFICER, ANNOUNCING MULTI-YEAR PARTNERSHIP TO REIMAGINE THE FUTURE
After years of Travis Scott fueling the Oakley brand through his stage wardrobe and eyewear choices on the record-breaking Circus Maximus tour, the two cultural powerhouses have come together to officially partner & reimagine eyewear, apparel, and more.
Oakley has officially named Travis Scott as their first-ever Chief Visionary Officer, announcing a multi-year partnership that will reimagine the brand’s creative future. Travis Scott and his Cactus Jack team will work closely with Oakley to push the boundaries of design, innovation, and cultural impact to new heights.
Throughout recent years, Travis Scott has been a huge driving force on Oakley’s cultural renaissance, integrating the brand’s signature eyewear and iconic logo into his post-apocalyptic tour wardrobe, helping shape its resurgence through organic connections and creative alignment. His arrival as Chief Visionary Officer marks a new chapter in Oakley’s 50-year legacy of making the unconventional feel inevitable.
“Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary Officer--a title that speaks to creativity, belief, and purpose, to forge something that’s not only different--it’s defining,” said Caio Amato, Global President of Oakley.
The partnership will see Travis Scott and his Cactus Jack creative team working together with Oakley’s team to create new campaigns, reimagine Oakley’s classic catalog of styles, and offer perspective on Oakley’s future eyewear and apparel, featuring some of Travis’ on-stage tour favourites.
The two parties will also create totally new eyewear styles together and introduce collaborative apparel through Travis Scott’s Cactus Jack brand lens.
“I’m inspired by what people think can’t be done. It’s about pushing culture and reworking ideas to see how far they can go,” said Travis Scott, Oakley Chief Visionary Offcer. “Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future - this is just the beginning.”
To celebrate the launch of the partnership, three Day Zero items will be available starting today on shop.travisscott.com. Riffing on classic sunglass shop marketing materials, the limited drop includes a 3-poster pack and two apparel pieces offering an early glimpse into what’s to come.
Stay tuned for more: @travisscott // @oakley // shop on Oakley.com.
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
ABOUT TRAVIS SCOTT
Internationally acclaimed global superstar and Houston native Travis Scott is not only a leader in music, but in fashion, film, culture, and beyond. The diamond-certified, GRAMMY® Award-nominated artist, designer, style icon, actor, producer, entrepreneur, and Cactus Jack CEO and founder has changed the course of hip-hop with a procession of groundbreaking albums and conversation-starting moves.
Heralded as the ‘‘album of the decade,’ the critically acclaimed UTOPIA continues to enshrine him as the culture’s foremost sonic innovator and was the biggest-selling hip-hop release of 2023, holding strong at No.1 on the Billboard Top 200 for four weeks running, and garnering over 50 billion streams globally. UTOPIA finds GRAMMY® nominated Travis Scott at the height of his powers as a performer, songwriter, producer, and collaborator proving once again that nobody sounds quite like him.
His sold-out 76-date Circus Maximus Tour grossed an impressive $209.3 million with an attendance of 1.7 million, breaking multiple merchandise sale records across states, and was officially the highest-grossing rap tour in history.
Scott also made history as the first rapper to headline a sold-out show at SoFi Stadium in Los Angeles. After an equally successful European and UK leg, the tour wrapped as one of the most commercially successful hip-hop tours in recent history. In London, Scott performed at Tottenham Hotspur Stadium, drawing over 48,500 attendees and grossing more than $6.6 million, marking his largest headline show to date. He also broke the Tottenham Hotspur Stadium merchandise sales record for any event to date at the stadium, including the NFL.
Further cementing his dominance, Scott's most recent single, "4x4," debuted at number one on the Billboard Hot 100, becoming his fifth chart-topping single.
An undeniable cultural trailblazer and disrupter, Travis Scott is also the first non-athlete in history to have his own Nike and Jordan brand signature shoe and apparel collection. Giving back, Travis launched the Cactus Jack Foundation as a 501(c)(3) with a mission to uplift Houston youth through toy drives, scholarship programs to HBCU college students, and fulfilling expenses for education and creative endeavors.
