Press Release
Oakley Deploys Rolling O Lab to Take High Definition Optics to the Masses
Mobile Facility Educates Public About Company's Optics Superiority
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.
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