Travis Scott is stepping into a visionary new role—literally. The chart-topping rapper and cultural powerhouse has officially been named Chief Visionary Officer at Oakley, marking the first time the iconic eyewear brand has appointed someone to the role.
The announcement was confirmed via Hypebeast, which reported that Scott, along with his Cactus Jack creative team, will work to “reimagine the future” of the Southern California-based performance and lifestyle brand.
Reimagining the Oakley Legacy
Known for his innovative style and ability to move the culture, Scott will now lend his vision to revitalizing Oakley’s catalog, shaping new campaigns, and introducing fresh design language that merges the brand’s athletic legacy with a streetwear and fashion-forward ethos.
“I’m inspired by what people think can’t be done,” Scott said in a statement.
“It’s about pushing culture and reworking ideas to see how far they can go. Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future. This is just the beginning.”
Day Zero: The Start of a Multi-Year Partnership
To mark the beginning of what Oakley calls a “bold new chapter,” Scott and the brand released an initial capsule dubbed “Day Zero.” The collection includes:
- A limited edition poster pack
- Select apparel items
- Early-stage concepts hinting at what’s to come in eyewear and streetwear innovation
More tour-ready gear and editorial-style campaigns are expected to drop in the coming months, blending Scott’s creative edge with Oakley’s long-standing performance roots.
Oakley Looks to the Future
Caio Amato, Global President of Oakley, praised the partnership:
“Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary—a title that speaks to creativity, belief, and purpose, to forge something that’s not only different, it’s defining.”
This strategic alignment sees Oakley embracing a more fashion-integrated, culturally relevant identity—perfectly timed for a generation that sees performance and personal style as one.
What to Expect Next
With Travis Scott at the creative helm, fans can expect limited drops, campaigns that blur art and utility, and product launches that sit at the crossroads of sports innovation and streetwear cool.
Scott’s influence could open the door to collaborations beyond sunglasses, potentially touching footwear, activewear, and digital experiences, much like his earlier partnerships with Nike and McDonald’s.
Conclusion: A Defining Era for Oakley Begins
From the concert stage to the design studio, Travis Scott continues to shape global culture, and now he’s bringing that energy to Oakley’s evolving brand identity. As the first-ever Chief Visionary Officer, his appointment signals a bold step into a new frontier of creative leadership, blending performance legacy with artistic rebellion.