OAKLEY Womens — Jeff Erin

HOW DID WORKOUT ATTIRE BECOME SHOPPING ATTIRE?

High-performance training products deserve to be used for high-performance activities.

The Whole Foods-shopping, Starbucks-grabbing, stroller-pushing Lululemoners are the antithesis of everything Oakley stands for. We wanted to put a stake in the ground that was sure to alienate some consumers, but make lifetime advocates out of many others.

And we didn't just tell women what they should do with the gear. We made them a part of the conversation through a "contractual" agreement.

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Instagram posts featuring women with their signed contracts...

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Brand ambassadors Katrina Hodgson, Karena Dawn and Lacey Calvert weren't just wearing Oakley products on the shoots, they were putting them to good use.