Oakley’s Post

I write in the wake of the overwhelming amount of negative comments pounding the Bremont Fans Page on Meta, to address this drubbing. I know Davide Cerrato needs to stay focused on his long-term strategy and achieving the short-term goals set for Watches and Wonders, though I can imagine that it was unpleasant to read the plethora of negative commentary from the old die-hard Bremont fans. Did not Bennahmias listen to the same cacophony of negative opinion when he launched 11:59? Is he any worse for the wear? I think not, and he has left AP in high esteem and capable hands. Daring, no? A woman, an industry outsider, bucking the hubristic norm of "male, pale, and stale."  So Bremont brings in a European with a different point of view. Also daring. Frankly, of all the new Bremont Watch Company offerings, I would personally acquire only the brown 3-hand Terra Nova on the strap, because I like the clean, uncomplicated aesthetic. But that's my own particular and rarefied taste speaking. Customers will vote with their wallets, and as Rob Corder says in the article, "time will tell." In the meantime, I hope that the enthusiasts will cut Cerrato a bit of slack, and let him do his thing. Whatever his long-term strategy and vision is for the brand, I am certain is was neither an easy, quick, or cavalier decision, and was well-informed and justified, based upon the evolving goals of the business. #bremont #watchesandwonders #branding #novelties #businessstrategy #davidecerrato #watchpro https://lnkd.in/e-_mXZwp

How a brand starts is not how it can end. 👉 Supreme started in skateboarding; now, the focus is on streetwear. 👉Rolex initially focused on products for specific purposes such as diving, flying, and driving; now, it is more associated with fashion and status. 👉Ray-Ban glasses were originally designed for military use; now, they emphasize style. 👉Starbucks began by selling coffee beans rather than drinks; now, their third spaces have transformed city centres. 👉Nokia began as a paper company before eventually moving into electronics. Brands can flex and change over time. The goal of branding and brand management is to enable brands to adapt positively, ensuring longevity.

How a brand starts is not how it can end. 👉 Supreme started in skateboarding; now, the focus is on streetwear. 👉Rolex initially focused on products for specific purposes such as diving, flying, and driving; now, it is more associated with fashion and status. 👉Ray-Ban glasses were originally designed for military use; now, they emphasize style. 👉Starbucks began by selling coffee beans rather than drinks; now, their third spaces have transformed city centres. 👉Nokia began as a paper company before eventually moving into electronics. Brands can flex and change over time. The goal of branding and brand management is to enable brands to adapt positively, ensuring longevity.

228,845 people saw my post about running culture being the ‘new streetwear’.. In it, I shared the idea that running culture might’ve superseded streetwear as a predominant grassroots cultural movement. It was a bold claim, prompting running and brand experts alike around the world to chip in with their comments - thank you to everyone who contributed. Some noteworthy points included: → Run club culture, though now at an all time high, was really pioneered by Charlie Dark and Run Dem Crew way back in 2007 → The discontinued Nike x #Gyakusou (founded by Jun Takahashi of Undercover) collaboration as a precursor to streetwear adjacent running collections we see today → Patta x Nike's recent collection was almost 15 years in the making, with 'Patta Running Team' founded back in 2010 by co-founder Edson Sabajo As touched on in my article with edition+partners's Substack 'SOTA' last week, it’s important to acknowledge that these pioneers pathed the way for today’s booming running culture which - as one commenter explained - might be seen as a big ‘evolution’ rather than an ‘revolution’ That evolution, though, might prove to be bigger than anyone could’ve anticipated.. Inspired by Alexandra Hackett, here’s just some of the things that have happened since my post: → A record 840,000 people signed up for the 2025 London Marathon (up 43% from last year) → 1017 ALYX 9SM, the brand of former GIVENCHY Creative Director  #MatthewWilliams, is teaming up with Nike for a special project: the ZOOM MMW 6 TRD RUN shoe (pictured) → ASICS Corporation collaborated with Brazilian brand #Carnan (https://lnkd.in/e_FfxNfA) → Saucony announced a collaboration with viral TikTok running brand  #MintedNewYork (https://lnkd.in/eJDiJaup) → Release of the #Nike x Patta Exclusive Sneakers BV. running collection → On Running announced music artist #FKATwigs as a creative ambassador → On Running released their anticipated #PostArchiveFashion collaboration → KITH collaborated with Oakley on limited running specs What happens next in this space? I’d love to hear your predictions. Here’s a few of mine: → Smaller running brands and clubs opening more physical locations that serve as both community and commercial spaces following the successful launch of #KneesUp in London, a space for active recovery and collaborative running initiatives led by Ethan Buttress and the #YourFriendlyRunners team. → A smaller running brand like UVU lands a collaboration with a major brand on a sold out carbon race shoe → Palace Skateboards collaborates with a national running team on kit → Bigger brands looking to smaller events, like the upcoming  #HackneyHalf as a content, community and commerce opportunity PS. London run clubs, hmu CC: Christopher-Jacques Morency, Tom Garland, Gregg Reid #runclubs #runningculture #onrunning #streetwear

BEHIND THE SCENES OLEYVO PT. 4 🔥 With OLEYVO we're not just about selling E-Bikes. We're building a lifestyle brand that redefines what it means to ride in style. Our vision is clear: We want to show the world that you can ride an E-Bike and still look effortlessly chic. So, how are we going to make this vision a reality? - Fashion Forward Approach: From start to finish, we're approaching OLEYVO as a fashion brand. Every aspect, from design to marketing, reflects our commitment to style and sophistication. - Fashionable Shoots: Our photo and video shoots feature fashion models styled as if they were on the set of a high-end fashion shoot. We believe in showcasing the elegance and glamour of riding an OLEYVO. - Community Engagement: We're dedicated to showing our community that riding an E-Bike can be a fashion statement. Through social media, events, and collaborations, we're spreading the message that style and sustainability go hand in hand. In conclusion, we're breaking barriers and challenging stereotypes. We believe that when you have a vision for your brand, you should pursue it wholeheartedly. Trust your instincts, embrace the new, and going against all the expectations from the industry. We're so happy with our latest shoot with Moise, Emilie, Antonia and Yannick who were just the perfect match on our OLEYVO 2.0. Stay tuned for the new videos we're gonna release soon. Let's continue to ride in style with OLEYVO Cheers. Fabrizio #OLEYVO #BehindTheScenes #RideInStyle #EbikeFashion

Now available at Choice Marketing Group, Inc. Greatness Wins Derek Jeter and UNTUCKit Founder Chris Riccobono have joined forces with Wayne Gretzky and American Ballet Theatre Principal Dancer Misty Copeland to introduce Greatness Wins: athleticwear for the modern athlete. Why We Love Greatness Wins Greatness Wins has a simple vision: to create the next great athletic brand. Curated and tested by some of world’s greatest competitors, this is the gear they always dreamed existed: Meeting exacting standards for quality, construction and endurance; Using only premium fabrics that can withstand your toughest workouts; Ensuring a clean, consistent fit every time. Committing to sustainable practices, Greatness Wins aims to inspire future generations of athletes to dream big and put in the effort in pursuit of those dreams. Why Choose Greatness Wins What sets a superior athletic outfitter apart is simple: fit and fabrication. Greatness Wins takes pride in their fastidious attention to detail. They use the same, precise specifications over and over again to ensure a great fit the first time and every time. No matter the product. Season to season. Their obsession with quality isn’t about being fancy; it’s about the performance of the clothing itself. The brand searched the globe to find durable tech fabrics that won’t rip, pill or lose their shape after working out or in the wash. With their clean, crisp, uncluttered style, these pieces are truly built to last.

Now available at Choice Marketing Group, Inc. Greatness Wins Derek Jeter and UNTUCKit Founder Chris Riccobono have joined forces with Wayne Gretzky and American Ballet Theatre Principal Dancer Misty Copeland to introduce Greatness Wins: athleticwear for the modern athlete. Why We Love Greatness Wins Greatness Wins has a simple vision: to create the next great athletic brand. Curated and tested by some of world’s greatest competitors, this is the gear they always dreamed existed: Meeting exacting standards for quality, construction and endurance; Using only premium fabrics that can withstand your toughest workouts; Ensuring a clean, consistent fit every time. Committing to sustainable practices, Greatness Wins aims to inspire future generations of athletes to dream big and put in the effort in pursuit of those dreams. Why Choose Greatness Wins What sets a superior athletic outfitter apart is simple: fit and fabrication. Greatness Wins takes pride in their fastidious attention to detail. They use the same, precise specifications over and over again to ensure a great fit the first time and every time. No matter the product. Season to season. Their obsession with quality isn’t about being fancy; it’s about the performance of the clothing itself. The brand searched the globe to find durable tech fabrics that won’t rip, pill or lose their shape after working out or in the wash. With their clean, crisp, uncluttered style, these pieces are truly built to last.

👟 On Running Distinguishes Themselves With New FKA Twigs Collaboration On Running has been a growing upstart sneaker brand over the last few years. Putting aside their product excellence and marketing strategy, they have benefitted from their close association to Roger Federer, who is not only the face of the brand but also a co-owner. Deciding on future collaborations is an important step for On and their latest collaborator is with British musician FKA Twigs, with whom they are launching a new sneaker and apparel line. FKA Twigs helps strengthens the brand identity and messaging of On Running. FKA Twigs isn't necessarily an indie artist, but she's not necessarily a huge mainstream pop singer. It's hard to imagine her being an obvious brand ambassador for Nike or Adidas, so On is taking a bold step associating themselves with her. There are sometimes major sneaker collaborations with musicians, but they more often occur with athletes. And the sneaker collabs with musicians are often with massive artists like Travis Scott or Billie Eilish. FKA Twigs is an interesting choice for a sneaker collbab, a kind of indie, even avant-garde choice. And for a Swiss shoe brand known more for athletic performance and avoiding the hype, maybe FKA Twigs is the right choice for them to build upon that counter-positioning against the bigger sneaker brands. https://lnkd.in/d9xWCmNE #sneakers #collaboration #fkatwigs #onrunning #footwear #retail #shoes #fashion

It was great to meet two global businesses powerhouses on their recent trip to Sydney. Joe Foster (left) is the former CEO of sports giant Reebok. James Keyes (right) is the former CEO of 7-Eleven and Blockbuster. As well as telling the stories of their groundbreaking companies, Joe and James shared some advice for anyone looking to get ahead:   * Never underestimate the power of consistency. Just keep going! * Take risks and have the courage to step out of your comfort zone. * Invade the “white space” where there are no competitors (see below). * Preparation breeds confidence and clarity, enhancing communication. * Critical thinking uncovers the truth, so embrace really hard questions. * Education is freedom. Strive to be curious and always keep learning. * Change can be hard. It’s also where the greatest opportunities lie. One of my favourite stories from Joe Foster was the evolution of women’s aerobic shoes. When aerobics started to take off in US the early 1980s, a Reebok rep visited his wife’s aerobics class and noticed the instructor in running shoes and half the class in trainers. He spied a gap in the market for aerobics shoes. After several iterations (the prototype was made from glove leather and fell apart in weeks), Reebok perfected the style and it exploded in popularity, not just in the exercise classes but in the fashion world at a time when Nike and Adidas were regarded as sweaty, male brands. Women packed their heels in their handbags and wore their Reeboks to and from work. Even Jane Fonda rocked the look in shoes she bought herself. “We became a women’s company overnight and hit the streets,” Foster says. #Business #consistency #nevergiveup #takerisks

𝗖𝗮𝗻 𝗮 𝗵𝗲𝗿𝗶𝘁𝗮𝗴𝗲 𝗯𝗿𝗮𝗻𝗱 𝗿𝗲𝗱𝗲𝗳𝗶𝗻𝗲 𝗶𝘁𝘀 𝗶𝗺𝗮𝗴𝗲 𝘄𝗶𝘁𝗵 𝗮 𝗵𝗶𝗴𝗵-𝘀𝗽𝗲𝗲𝗱 𝘁𝘄𝗶𝘀𝘁? Some might rush to say that Herend Porcelain Manufactory has taken a turn towards this intriguing possibility when, in collaboration with the McLaren Group, they captivated the world at the Formula 1 Hungarian Grand Prix with Lando Norris sporting a helmet specially designed by Herend. Although this unique collaboration piqued our curiosity, it also prompts us to ponder: was this a singular spectacle, or the dawn of a new, undiscovered path in Herend's marketing strategy? This unique collaboration prompts us to ponder: was this a singular spectacle, or the dawn of a new, undiscovered path in Herend's marketing strategy? Since 2006, Herend has been crafting bespoke trophies for the Hungarian Grand Prix, a venture that has already positioned the brand in front of luxury enthusiasts within the racing community. However, this year, they have taken their brand exposure to new heights by adorning Norris's helmet with their signature aesthetic and intricate Hungarian motifs, making it a standout symbol of tradition meeting cutting-edge design. While many admired this artistic piece, we are left to wonder about its long-term implications for the brand. One certainty is that Herend's participation in this high-profile event was not merely about visibility. It was a bold statement aimed at engaging a younger, affluent demographic. But was this a single attempt, a “test drive”, if you may, or a strategic shift in Herend’s marketing to ensure the brand's relevance and desirability in contemporary luxury markets? If it’s the latter, we are eager to see what other tactics they will employ to captivate the young crowd. Looking forward, Herend could leverage social media campaigns, other influencer partnerships, and exclusive event sponsorships to sustain engagement with the younger audience. Collaborations with contemporary designers and limited-edition releases could also be on the horizon. Which one it will be? One thing is for sure, the race may be over, but our anticipation about the brand’s next move has only just begun. #Luxury #LuxuryMarketing #BrandStrategy #Branding #MarketingStrategy #Formula1 #F1 #Motorsport #HerendPorcelain #McLaren #LandoNorris #LuxuryBrands Photo credit: MTI/Vasvári Tamás