Thursday, 29 November 2012

Oakley’s new Jordy Smith Signature Series Sunglasses launch with a campaign that’s stripes ahead

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Ranked as one of the best surfers in the world, Jordy Smith is proud to be launching his new Oakley sunglasses with a first-of-its-kind campaign spanning across three South African cities. The EARN YOUR STRIPES campaign will feature three Jeep Wrangler Sahara's emblazoned in zebra stripes, hitting the streets of Cape Town, Johannesburg and Durban. Those who spot them around town stand a chance of winning a pair of Jordy Smith Signature Series Sunglasses or the star-prize of a surf trip for two to the island of Bali.

Jordy wanted to produce a range of sunglasses, which can be used for extreme sports but also, look stylish enough to be worn every day. Because he spends a lot of time surrounded by sun-drenched scenery, it was important that his Signature sunglasses be packed with cutting-edge technology, including Oakley HDPolarized lenses which are optimized with the clarity and impact resistance of High Definition Optics. Being some of the best polarized lenses on the planet, they filter out 100% UVA, UVB and UVC, helping Jordy maintain sharp colour recognition whilst living his adventure-filled life.

In addition to blocking out all UV, the 0 Matter frames have Unobtainium added to the earstems so that they actually grip better when you sweat, ensuring comfort all day long. The ear-stems and their metal bands were inspired by switchblade knives; the result being a range of sleek Oakley sunglasses with sporty yet modern frames that don't try too hard. The Oakley Jupiter Squared shape says attitude with refinement.

Paying homage to Jordy's South African homeland every pair has a unique zebra stripe in the Oakley frame 'O' and give the included Microclear bag its own custom look.

The EARN YOUR STRIPES campaign kicks off on Thursday, 15 November for one month. The iconic zebra-striped Jeep Wrangler Sahara's will be found at various hot spots, big events and interesting destinations in the three cities over the next month including Camps Bay, V&A Waterfront and False Bay in Cape Town, Umhlanga, Gateway Shopping Centre and Ballito in Durban and Parkhurst, Sandton and Soccer City in Johannesburg.

Jeep Wrangler is excited to be a part of the EARN YOUR STRIPES campaign. Group Head: Marketing & Corporate Affairs, Chrysler South Africa & Fiat Group Automobiles South Africa said: "Jeep is enthused by this association with the famous Oakley Brand.  The Jeep Wrangler embodies a spirit of robust adventure and high-tech action, much like that found in the Oakley product range.  A feeling of great anticipation has been experienced by all at the Chrysler and Fiat groups to witness the finished 'Earn your Stripes' zebra Jeeps hitting the roads now."

Members of the public will be encouraged via social media to snap a pic of the branded Jeeps when they see them and upload them to Facebook, Twitter or Instagram with the relevant hash tags and mentions in order to win a pair of Jordy Smith Signature Series sunglasses. On top of this, anyone who purchases a pair of any Oakley's during November and December, and uploads a picture of the Jeep, also stands a chance to win the star-prize of an all expenses paid surf trip for two to Bali in 2013. The Competition runs until the 15th December 2012.

For more information on the EARN YOUR STRIPES campaign, please contact:

Taryn Ryan
Senior Brand Manager | Sports Brands: Oakley, Revo, Arnette
Luxottica South Africa (Pty) Ltd.
Tel: +27 21 486 6172

Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

Editors Notes


The new Jordy Smith Signature Series range is available at all Authorized Oakley Dealers, Sunglass Hut Stores and Matrix Stores Nationwide.


Once members of the public have taken a picture of the branded Jeeps they must upload to Facebook, Twitter or Instagram including the campaign hash tag: #earnyourstripes and for Facebook mention 'Oakley South Africa and Jeep South Africa', for Twitter '@oakleysa and @JeepSA' or for instagram '@oakleysouthafrica' to be in with a chance of winning.


Jordy Smith competed in the World Championship Tour (WCT). In 2007 Smith won surfing's World Qualifying Series, the second-tier tour, which leads to qualification for the WCT. Jordy won both the 2010 and 2011 Billabong J-Bay competitions in South Africa, part of the WCT Dream Tour, which placed him no. 1 in the world ranking for a period of time.