Why do you hate Oakley?

SUTRO started from chasing our haters.

For decades, Oakley was struggling expand our consumer segmentation. We were only doing what we knew it’s going to work well. So, we started to meet these Oakley haters throughout the country. We started to understand why. We really engaged with people emotionally and tried to throw away our stubbornness. Sutro is not a just another sunglasses. It ignited us to take into account the brand foundation, the persona, and the product architecture which addresses technology and performance, design, and where it fits in externally. Lastly, it also made us to escape from the old Oakley design philosophy.

Oakley really haven’t changed since the original Mumbo. This just illustrates the need of Sutro.

Now, it’s the #1 seller among all the sport eyewear in the world.

Here is the market view.