Features

Miami Heat

Oakley brings together women across all sports to showcase new collection

By Roberta Rodger

At the X Games, I got to spend time with Gretchen Bleiler and hear about her new signature Oakley collection. I was totally impressed that Oakley gave her the opportunity to be 100% involved in the design and development of her collection, showing they support her in developing product that truly speaks to the female consumer. I didn’t realize how far Oakley’s commitment to the female athlete and lifestyle reached until I spent a few days at their office in Miami.

I arrived in Miami late and was escorted to my room at the Ritz-Carlton right on the beach! I couldn’t believe the deluxe accommodations, and to top it off, when I got up to my room, there was all this great Oakley apparel: a jumper, tank and socks for the next morning’s workout, snacks, golf balls and tees, water, sports drinks, face products, sunglasses and a bottle of wine. I already felt totally VIP less then two hours after being in Miami and the event hadn’t even started.

The next morning we all met on the beach for Beach Boot Camp. We spent an hour on the beach exercising with Malcolm (the tanning butler) who pushed us to work harder and faster with his military rhymes and encouragement. After, we had a private breakfast in the Dilido restaurant. I couldn’t believe how many women were there from around the world and from a wide range of magazines including Elle, Shape, Women’s Health, Transworld and Surfline. It was great to be in an environment with so many females working to support, feature, and market females in sports.

Next up we got a tour of the rolling “O” lab. I’ve seen this demonstration a few times, and every time I’m still amazed at Oakley’s lens and frame technology and the level of standards they meet. The first test we saw was the focus test. A dummy head with laser light eyes focused a single focal point on a target. The demo went through various brands of shades on the dummy and every time the laser light would split into two lights. Your eyes wouldn’t turn an object into two things, but wearing those sunglasses causes your eyes to strain to compensate and keep the single focus. When the Oakley glasses were put on, the single focus stayed intact. Next up was the impact test (which I love!) They shoot bb’s at and drop a pointed metal rod onto different glasses and then onto the Oakleys. The Oakleys sustain a small dent in the lens while the other glasses shatter. At the end of the demo we got to go to the Oakley Bar and pick out our own sunglasses. After a lunch by the beach, Gretchen went through her Signature Collection and, although I had already seen it, it was cool to see a fashion show on all her pieces as well as hear her talk so passionately about it.

The next presentation was on Oakley’s latest eyewear development, the first Women’s Specific Sports Performance Eyewear, The Endure. During development they brought in their female athletes to find out what was important to them for a performance piece. Every athlete wanted to have a good fit, with a smaller, lighter, more petite frame and a nice aesthetic and feminine look. To validate this they brought out current World Track and Field champion, and recent addition to the Oakley team. As a hurdle jumper, Lolo’s visibility is very important. The Endure has all the qualities an athlete at Lolo’s level needs to perform; Lens quality, clarity, venting, and a smaller, lighter frame that fits her face.

We took a break after the presentation for a rest by the pool. After soaking up the sun, we got to hit up the “Swag Suites” where we got to pick out apparel for the activity we had chosen to do the next day. For a minute I wished I golfed because they had the cutest outfits, but the sweet bikini, board shorts, tank, tee, flip flops, hat, and bag were pretty sweet too! We loaded up on gear then went back to the pool to lounge with some of the Oakley pros.

Yoga on the second morning was followed by a fashion show featuring all of Oakley’s apparel, shoes and accessories. I love clothes of any kind and watching them come strutting down a runway always seems to add a more fabulous aspect to each piece. The winter 2009 snow line had a mix of bright colours, muted colors, cool prints and design features like self belting, bullet tabs, “O” icon zipper pulls and signature trims. The golf line was cute and featured light, stretchable, UV-coated fabrics with wicking and breathability made possible by coconut technology. The swim line, inspired by athletes like top surfer Leilani Gryde, was made to meet the demands of performance and fit while still maintaining a feminine aesthetic. The lifestyle collection capped off the show and you could hear the “oohs”, “ahhs”, “I want that”, “I love that coat” and “those pants are amazing,” as the models walked down the runway. Oakley’s goal with their apparel and accessories is to cater to the Oakley woman who, when she’s not performing, still wants her lifestyle pieces to have attitude, spirit and style.

After the show it was off to the beach! We headed to the bay then took boats over to our own private island that was kitted with jet skis, kayaks, and paddle boards. We filled up the beach, and spent the afternoon lounging in the sun and partaking in all the activities. I chose paddle surfing since I’d never done it before. It was pretty sweet but the conditions were kind of crazy with a heavy wind. I ended up getting stuck in a current traveling far, far away from the island and had to get rescued. How embarrassing!

That night was the big party night at Delano’s with the Oakley crew receiving full VIP treatment. After getting set up with jewelry from Rebecca, we headed to the lounge for a full red carpet entrance. Kelly James played, and after his set, Nick Cannon got on the turntable. Besides our massive Oakley crew, there were loads of actresses and even Michael Jordan was in the house. It was a great night as we all danced the night away. I was sad to leave the next day, but I left loaded up on Oakley gear and with a better knowledge of the brand, their products and how much they support the female sports market.