Oakley Athlete Summit Conclave 2025
Agency: The Program
Role: Lead Design Strategist
Branding, World Building, Strategy, Event Planning, Creative Direction
In 2023, The Program brought Oakley’s top-tier athletes together for the first time ever in a multi-day experience to build community and infuse Oakley energy. In 2025, they came back with the ask to make it bigger, all to set up for their 50th Anniversary.
With Olympic-level skiers, NFL and NBA superstars, and Terry Crews, we immersed them in the Oakley world of Future Genesis and curated a high-profile event to celebrate fifty years of Oakley and its athletes.
TL;DR
● 18 global athletes coordinated
● 6 sports represented
● 4 days of VIP events produced
● 1 epic athlete/brand activation
Creating the world of Future Genesis, New Worlds Await
We brought Future Genesis — Oakley’s brand world and muse — to life for cohesive event branding, from color palettes to event wordmarks to trading cards. We collaborated with Brian Takumi, Oakley VP of Brand Soul and Creative, to create new brand-aligned visual creative, naming conventions, and overall direction to celebrate the past, present, and future as we moved towards the 50th.
Inviting the Visionaries
For the email journey, we wove in both the Conclave logo and the 50th logo to anchor the celebration. The series began with three “Save the Date” emails, followed by a formal invitation and two reminder sends. This cadence not only built anticipation but also started to tease the idea that recipients weren’t just attendees—they were an essential part of the event itself, hinting at the scale, significance, and experience to come.
Gifting the past present and future.
Our working parts of Future Genesis, the athlete summit, and the 50th Anniversary informed our gifting journey of the past, present, and future. When athletes arrived at their hotel room, they received Sub Zero to channel ‘90s-inspired design, the Tome of Explorers and 50th Edition Goggles for the present, and a unique bag from Fissionist, available only to athletes to inspire the future. We also curated gifts for their plus ones and other room drops so guests would feel catered to throughout the weekend.
Bringing the Vision to Life
On the final night, we curated a dinner under the centerpiece of old TVs playing vintage Oakley ads covered in moss. Athletes wrote letters about their sport and their vision for it to put in a time capsule, along with polaroids. With our prompts, actor and comedian Terry Crews facilitated a discussion about what athletes wanted to leave behind, and what they wanted to take away from the athlete summit.
Day 3: Celebrating the 50th
On the final day, our team planned an 18-hole golf experience for the athletes that brought friendly competition to the event. As the sun set, the energy shifted into celebration with a private Travis Scott concert. An unforgettable performance that marked Oakley’s 50th anniversary and the launch of Travis Scott as their new brand ambassador. The combination of sport and music created a powerful finale, leaving guests with a lasting sense of momentum and inspiration as the event came to a close.
