Oakley is laying off more than 160 workers

Orange County sunglass company Oakley is laying off more than 160 employees in Southern California, according to state records, as it further merges operations with its Italian parent company.
The job cuts are part of an ongoing "integration" by Luxottica Group, a Milan luxury-eyewear maker that acquired its former rival for $2.1 billion in 2007. The company said in a statement that the effort would "accelerate growth and position the brand for opportunities ahead." It also has eliminated the position of chief executive at Oakley.


Oakley Finds Success with Unorthodox Sunglasses

If the warning, “pride goes before the fall” applies to companies as well as people, then sunglasses dynamo Oakley Sunglasses is long overdue for a face-plant.
It’s a firm, after all, that charges as much as $400 for shades that look like alien body parts, a consumer-products maker so confident of its cache that even during an economic downturn it refuses to discount its pricey products.

Oakley Flaunts Its Culture in New Branding Effort

Oakley, maker of sunglasses and sports gear, is throwing open the doors to the inner sanctum where its products have been mysteriously designed, in the hope of joining the ranks of high-flying sports performance brands like Red Bull and Nike.
Owned by huge Italian eyewear company Luxottica, Oakley will launch its first global marketing initiative in early April. Unlike past product-focused ad campaigns, the upcoming effort, called "Disruptive by Design," seeks to tell the story of the brand’s culture.


Oakley Unveils Brand Push, Aiming to Rally People Around Obsessions

Oakley's global network of athletes is at the heart of a new global brand push for the sports eyewear and apparel brand, themed "One Obsession," that aims to rally people around their passions, athletic or otherwise.
Oakley's attempt to connect athletes with consumers in a more meaningful way marks a new approach for the brand. "Our business has become much more complex and much more global," said David Adamson, senior VP-marketing.