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Introduction For my strategic sports marketing project I decided to report on the sports marketing activities of a particular corporation I specifically wanted to report on the marketing operations of a rather diverse company one that offers more than one product line for more than one sport Oakley Inc is a company that offers several different products for a wide range of sports I will now briefly describe the company and its operations as well as its primary sports marketing goals and objectives Company Info Oakley Inc is a Washington corporation formed in March 1994 to succeed to the assets and liabilities of Oakley Inc a California corporation which commenced operations in 1977 and began to sell sunglasses in 1984 Scott 1998 The company is an innovation-driven designer manufacturer and distributor of consumer products including high-performance eyewear footwear watches and athletic equipment Oakleys principal strength is its ability to develop products which demonstrate superior performance and comfort through the combination of patented and other proprietary technology and unique styling The company has focused on eyewear innovations for sports applications and its products are worn by a variety of athletes such as skiers cyclists runners surfers golfers tennis and baseball players and motocross riders In addition the companys products which are currently sold in over 70 countries worldwide have become increasingly popular with fashion-oriented consumers in the larger nonsports or recreational segment of the sunglass market Oakleys products currently include sunglasses eg Frogskins M Frames Zeros Wires Jackets X Metal Fives and Topcoat goggles face shields for use with sports helmets sunglass accessories gear bags and a limited range of athletic footwear technical apparel and premium timepieces Scott 1998 With focus on consumers for the next generation the company has established itself as a legitimate world brand with unique expertise in product design performance and production Product Design Development State-of-the-art technology allows Oakley to shorten dramatically its product development
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