FOOTHILL RANCH, Calif., June 21, 2007 (PRIME NEWSWIRE) -- Oakley, Inc. (NYSE:OO) today announced the launch of NANOWIRE(tm), the company's first dedicated polarized sunglass line, as well as a new campaign focused on communicating the advantages of the company's superior polarized lens technology. This coordinated launch is designed to be the most comprehensive consumer education initiative in the company's history.
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"NANOWIRE(tm) establishes a flagship line for our polarized sunglass offering -- setting a new standard of style, fit and performance for polarized eyewear," said Colin Baden, president, Oakley, Inc. "This Oakley original combines innovations like our Hydrophobic(tm) lens technology with a unique frame architecture that takes advantage of flexible titanium alloy. The ultra-lightweight metal allows for fluid, sculptural forms that maintain the comfort of an adaptable fit and the added benefit of being able to take a great deal of abuse while maintaining its shape."
"Oakley's polarized lens technologies offer undeniable advantages over our competition, a fact we believe is still largely unknown to consumers," continued Baden. "Concurrent with the release of NANOWIRE(tm) we launched a new campaign known as Polarized Complete which is focused on educating consumers about the unbeatable properties of Oakley's optics technology.
"Using advertising, direct mail and POP collateral, the goal of the Polarized Complete campaign is to set forth clearly defined criteria that becomes a 'checklist' as consumers seek to understand the benefits of polarization technology and optimize their purchase decision," continued Baden. "The proven advantages of Oakley's polarized lens technology, our new premium NANOWIRE(tm) product, and our Polarized Complete educational campaign should put to rest any confusion about which polarized lens is the best on the planet."
Oakley NANOWIRE(tm)
Oakley's new high-end polarized sunglass line, NANOWIRE(tm), offers the comfort of an adaptable fit. This is a benefit of the company's new ultra-lightweight titanium alloy, a memory metal that allows for true sculptural contours that retain flexibility. The new rimless NANOWIRE(tm) sunglasses feature all the benefits of Oakley polarized lenses, as well as Oakley's High Definition Optics(r) (HDO(r)) for clarity at all angles of vision, Plutonite(r) lens material that filters out 100% of all UV up to 400nm, Unobtainium(r) frame components that increase grip with perspiration, and Oakley's permanent Hydrophobic lens coating which resists smudges and repels water, oils and dust. Designated as NANOWIRE(tm) 1.0, NANOWIRE(tm) 2.0 and NANOWIRE(tm) 3.0, the new designs feature various lens shapes and frame/lens color combinations.
Visit www.oakley.com/polarized to learn more about the technologies of Oakley's polarized lenses. Go to www.oakley.com for information on the company's new premium line of polarized sunglasses, NANOWIRE(tm).
Polarized Complete Education Campaign
As part of its education initiative, Oakley created a 24-page booklet entitled "Technology So Superior, It's an Art Form" that illustrates seven metrics of how the company's polarized lenses offer an unbeatable combination of benefits. Distribution of nearly one million copies has included a direct mailing to targeted Oakley customers as well as key wholesale accounts and the company's retail locations. Additionally, an insert mailing was completed in conjunction with the June 2007 issue of Outside magazine. The booklet is available online at http://oakley.com/catalog_downloads.
The seven metrics that serve as the basis for Oakley's Polarized Complete campaign are as follows:
1. HIGH DEFINITION OPTICS(r) -- Tests from the American National Standards Institute (ANSI) prove that the patented technologies of Oakley's High Definition Optics(r) (HDO(r)) offer unbeatable clarity. A standard feature of every Oakley polarized lens, HDO(r) makes vision clearer and sharper than with ordinary polarized lenses, and the wearer sees everything where it is, not shifted or distorted.
2. INFUSION MOLDING -- Oakley uses a liquid infusion process to combine the lens material with the polarizing filter, creating bonds at the molecular level. This eliminates the haze and distortion found with competitive polarized lenses made with lamination layering techniques (which requires adhesives) and drop forming (which requires heat and pressure).
3. IMPACT RESISTANCE -- Proven by tests from ANSI, Oakley's premium polarized sunglasses meet all safety standards for high velocity and high mass impact protection.
4. HYDROPHOBIC(tm) TECHNOLOGY -- Oakley's permanent Hydrophobic(tm) lens coating sheds sweat, rain, sunscreen, skin oils, dirt and dust. The lenses are easy to clean and stay clean longer than ordinary polarized lenses, maintaining the highest level of clarity.
5. AXIS OF POLARIZATION -- All polarized lenses block glare with a built-in filter that must be positioned with great care. The smallest inaccuracy can adversely affect performance. Oakley's level of precision exceeds industry standards to ensure optimal eye-to-lens orientation.
6. POLARIZED EMISSION -- When it comes to glare-stopping power, Oakley polarized lenses achieve 99.9% efficiency in blocking polarized light waves. Compared to current technologies and industry standards, this is a virtually unbeatable level of performance.
7. EXTENSIVE LENS OPTIONS -- Oakley offers more tint options than any other manufacturer, giving customers the freedom to pick the best balance of light transmission, visual contrast and color recognition for the environment of usage.
About Oakley, Inc.
Oakley is a global leader in sport performance optics including premium sunglasses, goggles, and prescription eyewear. Headquartered in Southern California, the company's optics brand portfolio includes Dragon, Eye Safety Systems, Fox Racing, Mosley Tribes, Oliver Peoples, and Paul Smith Spectacles. In addition to its global wholesale business, the company operates retail chains including Bright Eyes, Oakley Stores, Sunglass Icon and The Optical Shop of Aspen. The company also offers a wide selection of Oakley-branded apparel, footwear, watches and accessories. Additional information is available at www.oakley.com.
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Safe Harbor Disclaimer
Certain statements in this press release are "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995, Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934 and are made pursuant to the "safe harbor" created by those sections. All statements in this press release, other than those that are purely historical, are forward-looking statements. Forward-looking statements typically are identified by the use of terms such as "expect," "believe," "plan," "intend," "seek," "anticipate," "outlook," "estimate," "assume," "project," "target," "could," "will," "should," "may," and "continue," as well as variations of such words and similar expressions, although some forward-looking statements are expressed differently. Forward-looking statements in this press release include, without limitation, statements regarding product, retail and brand initiatives, marketing efforts, upcoming product releases, operational improvements, on-time apparel deliveries, responsiveness to retailers and consumers and the ability to drive consistent, profitable growth. The company's expectations, beliefs, anticipations, objectives, intentions, plans and strategies regarding the future are not guarantees of future performance and are subject to risks and uncertainties that could cause actual results, and actual events that occur, to differ materially from results contemplated by the forward-looking statement. These risks and uncertainties include, but are not limited to, the highly competitive markets for our products and our ability to develop innovative new products and introduce them in a timely manner; consumer acceptance of our new products and our ability to respond to changing consumer preferences; order and demand uncertainty; our ability to attract and retain qualified personnel; intellectual property infringement claims by others and our ability to protect our intellectual property; our dependence on key suppliers for materials we use in our products, including lens blanks; our ability to successfully integrate acquired businesses into our operations; our dependence on athletes and personalities for the endorsement of our products; and risks associated with our international operations, including foreign currency exchange rate fluctuations and the impact of quotas, tariffs, or other restrictions on the importation or exportation of our products. Risks and uncertainties that could cause our actual results to differ from those set forth in any forward-looking statement are discussed in more detail under "Risk Factors," "Business" and "Management's Discussion and Analysis of Financial Condition and Results of Operations" in the company's Annual Report on Form 10-K for the year ended December 31, 2006, as well as similar disclosures in the company's subsequent SEC filings. Forward-looking statements contained in this press release are made only as of the date hereof, and the company undertakes no obligation to update or revise the forward-looking statements, whether as a result of new information, future events or otherwise.
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