Oakley continues its push for women with "Made for more" campaign

06/4/2013 | Advertising Age (tiered subscription model)

It's been eight years since Oakley launched a collection aimed at women, but women's wear accounts for just 10% of the company's revenue. Josée Perreault, senior vice president of global business, says Oakley has seen its culture shift after a concerted effort, shedding some of the bad habits that "male-dominant companies fall into." The brand's newest campaign, from Factory Design Labs, aims at owning the concept of performance and style combined and makes light of women using sports apparel to do mundane tasks, featuring the tagline "Made for more."

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