FOOTHILL RANCH, Calif., Jan. 30, 2007 (PRIME NEWSWIRE) -- Oakley, Inc. (NYSE:OO) today announced the deployment of the Rolling O Lab, a mobile demonstration unit that will travel the nation to educate consumers about the company's superior High Definition Optics(r) (HDO(r)) technology. Built as a 40-foot motor coach, the fully self-contained facility will offer live demonstrations of the company's optical performance and protection at retail locations, sport venues and other select public events.
"Consumers need to open their eyes to the fact that not all sunglasses are created equal," said Colin Baden, president of Oakley, Inc. "We developed the Rolling O Lab to educate people about the truth of today's eyewear and to show firsthand how Oakley's HDO(r) sunglasses provide the best optical clarity, impact resistance and UV protection in the industry. By taking our science to the street, we can reach out to those who might not have an opportunity to learn about the quality and performance of our eyewear."
"In educating the public, the Rolling O Lab will also serve as a mobile marketing unit that entertains and enlightens, maintaining a positive and powerful brand presence. It presents a high-quality image of the company by utilizing a comprehensive and meticulously crafted audio/visual package," continued Baden. "Scheduled to be on the road more than 300 days a year, it offers a brand emersion experience that tells the Oakley story, one of technical innovation, inspiration and optical superiority."
Nimble enough to access sporting events and retail locations, the mobile lab facility is built into a 40-foot motor coach with a 2007 Freightliner chassis. Three large slide-outs increase interior space for demonstrations and service as a base camp. The main entrance extends to a 4' x 8' stage and a 20' x 30' awning with half sidewalls provides additional display areas outside the coach.
Technology presentations inside the Rolling O Lab include the use of optical laser scope equipment which demonstrates clarity and prism shift, ultraviolet emitters and measuring devices to illustrate UV protection, and testing rigs that show the effects of high-velocity and high-mass impact situations. The mobile facility includes three large plasma screens (one built into the side of the vehicle), an electronics cart with touch screens, product displays, a seating area and a wheelchair lift for coach access. The coach tows a 20-foot hospitality trailer complete with guest seating and a large plasma display, as well as a gaming unit and restroom.
Oakley's new Rolling O Lab will make its debut at the FBR Phoenix open in early February. PGA tournament fans will be the first to experience this mobile showcase of optical technology. To learn more about the Rolling O Lab, check the company's Web site at www.oakley.com for more information including upcoming schedules.
Oakley's High Definition Optics(r) (HDO(r))
Oakley's High Definition Optics(r) (HDO(r)) is the company's collective performance technology architecture that includes optical clarity, impact resistance and harmful light protection well above industry standards. With patented XYZ Optics(r), Oakley lenses maintain optical clarity at all angles of vision across the entire surface of the lens contours and feature architecture which maximizes peripheral vision and impact protection against sun, wind and potential foreign objects. Protection is further optimized by frame materials and architecture which maintains impact resistance that meets ANSI Z87.1 standards. Oakley's Plutonite(r) lens material filters out 100 percent of all UVA, UVB, UVC and harmful blue light up to 400 nm, and because the filtering is inherent to the lens material, it cannot be scratched off like the coatings of conventional sunglasses. For more specific information about Oakley's lens technology, please visit www.oakley.com/hdo.
About Oakley, Inc.
Oakley is a worldwide leader in performance optics including premium sunglasses, goggles, and prescription eyewear. Headquartered in Southern California, the company's optics brand portfolio includes Dragon, Fox Racing, Mosley Tribes, Oliver Peoples, and Paul Smith Spectacles. In addition to its worldwide wholesale business, the company operates retail locations including Oakley Stores, The Optical Shop of Aspen, and Sunglass Icon, the second largest sunglass specialty chain in the United States. The company also offers a wide selection of Oakley-branded apparel, footwear, watches and accessories. Additional information is available at www.oakley.com.
The Oakley Inc. logo is available at http://www.primezone.com/newsroom/prs/?pkgid=1533
Safe Harbor Disclaimer
This press release contains certain statements of a forward-looking nature. Such statements are made pursuant to the "forward-looking statements" and "safe harbor" provisions within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements include, but are not limited to growth and strategies, future operating and financial results, financial expectations and current business indicators and are typically identified by the use of terms such as "look," "may," "should," "might," "believe," "plan," "expect," "anticipate," "estimate" and similar words, although some forward-looking statements may be expressed differently. The accuracy of such statements may be impacted by a number of business risks and uncertainties that could cause actual results to differ materially from those projected or anticipated, including but not limited to: risks related to the sale of new sunglass and electronics product introductions; execution of anticipated restructuring and realignment of product categories; the company's ability to integrate and operate acquisitions; the company's ability to manage rapid growth; new and existing channel inventory management risks related to the limited visibility of future sunglass orders associated with the company's "at once" production and fulfillment business model; the ability to identify qualified manufacturing partners; the ability to coordinate product development and production processes with those partners; the ability of those manufacturing partners and the company's internal production operations to increase production volumes on raw materials and finished goods in a timely fashion in response to increasing demand and enable the company to achieve timely delivery of finished goods to its customers; the ability to provide adequate fixturing to existing and future retail customers to meet anticipated needs and schedules; the dependence on optics sales to Luxottica Group S.p.A, which, as a major competitor, could materially alter or terminate its relationship with the company; the company's ability to expand and grow its distribution channels and its own retail operations; the ability of the company to integrate licensing arrangements without adversely affecting operations and the success of such initiatives. Additional factors are detailed in our filings with the Securities and Exchange Commission, including the Risk Factors contained in the company's Form 10-K for the year ended December 31, 2005 and as updated in the company's quarterly filings on Form 10-Q. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. The company is under no obligation, and expressly disclaims any obligation, to update or alter this forward-looking information.