Oakley names Travis Scott Chief Visionary in multi-year partnership

American eyewear brand Oakley has appointed global superstar Travis Scott as its first-ever Chief Visionary. The multi-year partnership will shape the brand's future fashion and eyewear offering.

Known for its high-performance sportswear, Oakley has its sights set on cultivating relevance among younger, fashion-forward consumers: Queue Travis Scott's audience.

As Chief Visionary, Scott, alongside his Cactus Jack creative team, will work directly with Oakley on product design, campaigns and the brand’s retail evolution. Scott will blend his signature dystopian streetwear aesthetic with Oakley’s 50-year heritage of technical design.

"Oakley’s design game is next level, and I had to be part of that," said Scott. "We’re building something that blends legacy with the future - this is just the beginning."

The partnership launches with a limited "Day Zero" capsule drop, available now on shop.travisscott.com. Acting as a teaser for the future collaboration, the Day Zero drop features three collectable posters and two exclusive apparel pieces.

"Today marks a bold new chapter in Oakley’s history," said Caio Amato, Global President of Oakley. "Welcoming Travis as our Chief Visionary speaks to creativity, belief, and purpose - to forge something that’s not only different, it’s defining."

This partnership adds to Travis Scott's design portfolio, which includes sell-out collaborations with Nike and Jordan as well as brand campaigns with Dior and McDonald’s.

The Oakley x Cactus Jack rollout is set to expand through 2025 and beyond, with dedicated eyewear launches and apparel capsules expected to drop globally.