EssilorLuxottica announced that Oakley will air its first Super Bowl LX commercial, spotlighting its Meta AI-enabled eyewear lineup, including the Oakley Meta Vanguard and Oakley Meta HSTN. In the Super Bowl spot, Oakley presents “Athletic Intelligence,” showcasing Marshawn Lynch, Spike Lee, iShowSpeed, and other athletes and icons demonstrating the technology’s capabilities in the advertising campaign.
Oakley said the ad reflects the brand’s “disruptive mindset,” reignited by its 50th anniversary in 2026.
Athletic Intelligence
According to the company, ‘Athletic Intelligence’ describes Oakley’s integration of AI, camera, audio, and sensor capabilities in its eyewear to support athletes and creators. With a built-in personal AI assistant, wearers can use voice commands to capture video, get performance and training insights, and access music playlists and other information hands-free while training or competing.
Meta Vanguard and HSTN
Oakley’s Meta AI glasses combine sport-ready design with advanced technology that includes a 12-megapixel ultra-wide camera capable of hands-free recording up to 3K video at 30 frames per second.
The Vanguard model features Prizm lenses for enhanced contrast and clarity, and an IP67-rated frame designed to resist water, dust, and sweat. The HSTN model offers similar smart features with a design suited for all-day engagement and lifestyle use, along with up to 8 hours of battery life per charge and around 32 GB of onboard storage for photos and videos.
Both the Meta Vanguard and Meta HSTN models offer open-ear audio and voice-activated Meta AI support, allowing users to query performance data and everyday insights without touching a phone or other device.
Oakley + Football
Oakley’s presence in football extends beyond the Super Bowl campaign, which will air this weekend during one of the most-watched global sporting events. Along with players wearing the Oakley shield on field, the brand collaborated on signature eyewear with players such as Patrick Mahomes and Justin Jefferson. In addition, the recent creation of the Oakley Icon Alliance gave a platform for youth women’s flag football athletes.