Oakley, Inc. re-launched its Web site concurrent with the delivery of the spring 2007 eyewear collections, in support of the company's strategic optics and branding initiatives. The new site immerses visitors more fully into the brand, including in-depth product, technology, sport, and cultural experiences. Additionally, an expanded Oakley Custom Eyewear program, which now includes nearly 20 styles, allows customers to design their own sunglasses as part of a broader e-commerce platform.

“Our new Web site represents another major step in our strategy to integrate, improve, and expand Oakley brand-development. In conjunction with the Rolling O Lab, involvement in numerous major and grass roots sporting events, and new point of purchase campaigns centered on our optical superiority, we believe that our Web site can serve as the true epicenter for the Oakley brand,” said Oakley, Inc. President Colin Baden. “Combining history, innovation, technology, athletes, community and e-commerce further solidifies the optics focus of the brand and highlights our innovation and leadership in performance eyewear.”

“Visually engaging elements, including the depiction of our brand history, technologies, and the athletes who are integral to our story, drive a much more robust experience for visitors,” continued Baden. “We have also enhanced our e-commerce section to assist customers in quickly locating dealers and more easily purchasing products directly from the company online.”

“Prominent in our Web site experience is our ongoing program to empower customers to personalize their own sunglasses — an initiative that expands significantly with this re-launch,” Baden continued. “Our new Web site gives us the perfect platform to leverage our vertical manufacturing capabilities and produce custom eyewear — a first in the optical industry.”

Oakley Custom Eyewear gives sunglass shoppers the ability to express their individuality and tailor specific performance needs through personalized combinations of frame finishes and component colors, as well as lens colors, coatings and shapes. Consumers can also engrave their lenses with up to 15 characters and choose among four different font styles.