Celebrate Oakley Meta’s First Super Bowl Ad Campaign With a Limited-Time Promo
Breaking news, sports fans: To celebrate Oakley Meta’s upcoming Super Bowl debut, we’re offering a limited-time promo on Oakley Meta HSTN. Now through February 16, people in the US and Canada can save 15% off Oakley Meta HSTN, which means you can get them starting at $339 USD (normally starting at $399 USD)on meta.com, in Oakley stores and online, at our Meta Lab locations, and at select retailers.
Now’s your chance to bite a little of Spike Lee’s style. And don’t forget to tune in during the 1st and 3rd quarters this Sunday, February 8, to see Oakley Meta HSTN and Vanguard in action.
ICYMI, one of our two Super Bowl LX ads just had its worldwide premiere on NBC’s TODAY show. And now, we’re sharing both spots in their entirety for your viewing pleasure.
About the Ads
Directed by Antoine Bardou-Jacquet and set to the backdrop of Travis Scott’s “HYAENA,” the ads balance scale and intimacy by staying tight on athletes’ faces while they face extraordinary moments that we see reflected in their Oakley Meta Performance AI glasses. The result is a visceral, immersive portrait of what it feels like to push limits — bringing us closer than ever to the moment when athletes unlock a new competitive edge with Oakley Meta’s two flagship products, HSTN and Vanguard.
The campaign will make its broadcast premiere during the Super Bowl, with additional short-form content running across digital and social. In addition, we’ll host and participate in Super Bowl activations around the San Francisco Bay Area, giving people a chance to experience the value of Performance AI glasses firsthand. And some of the athletes and creators competing in the Gatorade Hydration Games will be wearing Oakley Meta glasses, so fans at home can experience the action from their vantage point. Follow along on @Gatorade social channels to see which team comes out victorious.
Athletic Intelligence Is Here
So what, exactly, does the tagline mean?
Powerful POV Capture
For athletes, Oakley Meta Vanguard lets you capture your marathon moments, record-setting rides, and your training for the next big game — all from your own unique point of view. It’s the freedom of hands-free capture to document your adventures, on and off the field.
For fans, you can stop watching the game through your phone’s camera app. This is especially critical when you’re attending a big game or championship match-up, because that’s where history is made. Stay present and keep your eyes on the ball while your Oakley Meta glasses capture epic moments that you can then relive, just like you experienced them IRL.
Hands-Free Sharing
No need to stop the momentum mid-run to take out your phone, unlock it, take a photo, and post it to share your POV. With Oakley Meta, you can easily post to Instagram or send content directly from your glasses by simply saying, “Hey Meta, post this to Instagram,” or “Hey Meta, send a photo to my running club WhatsApp group chat.”
Fitness App + Meta AI Integrations
Take your performance to the next level with the integration of fitness apps including Garmin, Strava, Apple Health, Health Connect by Android on Oakley Meta glasses, and the Meta AI app.
With compatible Garmin devices and Oakley Meta Vanguard and HSTN, ask Meta AI how you’re doing or get updates on specific stats in real time, all hands- and screen-free so you can remain locked in while you train. Just ask, “Hey Meta, what’s my heart rate?” or, “Hey Meta, how am I doing?” to get real-time insights. The glasses can also light up the status LED in your peripheral vision so that you’ll know at a glance if you’re on target for the metric you set like heart rate or pace without needing to look down or break your momentum.
Whether you’re training for your first race or your third triathlon, you can graphically overlay your performance metrics onto videos and photos and share directly to your Strava community, Instagram, Facebook, WhatsApp, or other apps — directly from Oakley Meta Vanguard and HSTN.
And you can level up the competition in a whole new way when playing a round of golf. Need to know how the wind is going to affect your drive? Ask, “Hey Meta, how strong is the wind today?” Get answers to a range of questions, whether you’re improving your short game or just checking weather conditions.
Frequently Asked Questions
When will the commercials air?
Both ad spots will air during Super Bowl LX on Sunday, February 8 during the 1st and 3rd quarter. Be sure to tune in for all the action.
Who stars in Oakley Meta’s Super Bowl commercials?
The Oakley Meta Super Bowl commercials star Marshawn Lynch, Spike Lee, iShowSpeed, PGA Tour breakout star Akshay Bhatia, and Olympians Sky Brown, Kate Courtney, and Sunny Choi, among others. Check out our talent bios and behind-the-scenes footage.
What are Oakley Meta glasses?
Our line of Performance AI glasses, Oakley Meta combines killer design from Oakley and cutting-edge tech from Meta to propel you further and capture every moment along the way. They’re available in two show-stopping styles. For everyday athletes and sports fans alike, we’ve got Oakley Meta HSTN, with six lens-and-frame color combos. And for elite athletes looking to push their limits, Oakley Meta Vanguard is built for action with sport- and wind-optimized open-ear speakers, extended battery life, and an ultra-wide 12MP camera with a 122-degree FOV in four lens-and-frame color combos.
What makes them AI glasses?
Like Ray-Ban Meta, Oakley Meta glasses feature a Meta AI integration, so you can ask questions and learn more about the world around you on the fly. Live translation lets you carry on a conversation with people in other languages, and live AI gives you real-time, hands-free help and inspiration with everyday activities like meal prep, gardening, or exploring a new neighborhood. And the best part? Regular software updates mean that your glasses get better — and more intelligent — over time.
Is this Meta’s first Super Bowl commercial?
Nope. Last year, we ran an ad campaign starring Chris Hemsworth, Chris Pratt, and Kris Jenner, each sporting a pair of Ray-Ban Meta glasses. We also ran a spot for Meta Quest back in 2022
The Play By Play
In the first 30-second spot, we see Marshawn Lynch wearing a pair of Oakley Meta Vanguard glasses asking Meta AI to play his BEASTMODE playlist as a blue sky and clouds are reflected in the lenses — just in time for him to jump out the back of an aircraft.
Next up, a runner bolts across a desert landscape, also sporting a pair of Vanguards, asking, “Hey Meta, do vultures eat people?” (They don’t — not live ones, anyway.)
Smash cut to iShowSpeed in a pair of Vanguards running toward a pilot-less plane that appears to be getting ready for takeoff. Followed quickly by Olympic skateboarder Sky Brown shredding in an empty pool wearing Oakley Meta HSTN.
We then see Olympic mountain biker Kate Courtney barreling down a trail wearing Vanguard before biting it and asking, “Hey Meta, is it OK to eat mud?” (Spoiler alert, Meta AI doesn't recommend mud as a snack.)
We’re then back with Sky Brown skateboarding, our lone desert runner, Kate Courtney wiping the mud off her lenses, and iShowSpeed in pursuit of the plane.
Marshawn Lynch then skydives across the screen toward a falling football, asking, “Hey Meta, who says humans can’t fly?” The Wright brothers would like a word, but the laws of physics don’t apply when in BEASTMODE.
In the second 30-second spot, Akshay Bhatia asks, “Hey Meta, when does the storm hit?” as he gets set to tee off ahead of inclement weather.
Smash cuts to a snowboarder doing a flip and Olympic breaker Sunny Choi doing a 2000, which is a popular power move for breakers. We then see Marshawn Lynch circling in the sky, Kate Courtney back on the trail, our runner, a close up of Sky Brown’s deck and wheels, all on beat. Next, iShowSpeed gains ground, finally jumps into the moving plane, and shouts a triumphant, “We have liftoff!”
Next, Spike Lee in his Oakley Meta HSTNs snags a slow-motion shot of someone getting posterized during a pick-up basketball game in Harlem’s iconic Rucker Park.
Cut to Marshawn Lynch deploying his parachute, then back to Lee’s reaction to the slam dunk as the tagline, “Athletic Intelligence is here,” appears on screen.
We then get several quick cuts of the elite athletes who appear in the ads on the head-bobbing beat before landing on iShowSpeed who exclaims, “Hey Meta, post that on Instagram.”
The Final Word
“This partnership has been really exciting for me,” says iShowSpeed. “I need gear that fits my pace, and the Oakley Meta glasses let me capture moments and listen to music hands-free without breaking my flow. Everything’s hands-free, locked in, and designed to fit naturally into how I move.”
Check out the full 60-second film:
Spike Lee. Marshawn Lynch. iShowSpeed. PGA Tour breakout star Akshay Bhatia. Olympians Sky Brown, Kate Courtney, and Sunny Choi. These are the headliners as Oakley Meta prepares to make its debut at the big game on February 8, bringing to life the capabilities of Oakley Meta Performance AI Glasses through the lens of elite athletes in high-energy, unexpected ways.
We just dropped a teaser on @oakleymeta, giving people a glimpse of what to expect during two new ad spots that will air during America’s favorite football game. The campaign, “Athletic Intelligence Is Here,” marks the arrival of sport’s next era and captures how Oakley Meta delivers a real-time competitive edge for athletes.
And it’s already delivering an edge for Marshawn Lynch, who shared, “These Oakley Meta Vanguard glasses are hella smooth. The camera lets me make moves and stay connected. When I see it, I snap it! No more phone fumbling and missing the moment.”
How will this all-star lineup bring all the capabilities of our Performance AI glasses to life? You’ll have to tune in to find out. 😎
Run It Back
While this is Oakley Meta’s first time tackling the gridiron, it isn’t our first rodeo. The new campaign follows last year’s ad spots for Ray-Ban Meta glasses featuring Chris Hemsworth, Chris Pratt, and Kris Jenner. And we’re riding the momentum, which shows no signs of slowing down.
Glasses are one of the most exciting new hardware categories of the AI era, and we’re proud to lead the charge with EssilorLuxottica. Ray-Ban Meta glasses were our first breakthrough, propelling AI glasses into the cultural mainstream and overcoming long-standing adoption barriers for the entire category. We’ve sold millions of AI glasses across our full collection — with a sales trajectory in line with some of the most popular consumer electronics of all time.
And there’s tremendous potential as we expand the category with Oakley Meta -- the leading category of Performance AI glasses transforming sport and fitness. Since launching Oakley Meta HSTN and Vanguard last fall, we’re already seeing early signs of growth. In fact, the majority of people who buy Oakley Meta are new to AI glasses, which shows that these new styles and use-cases are reaching new audiences.
Now, by putting it front-and-center on football’s biggest stage, we’re excited to bring Performance AI glasses to more elite athletes, their die-hard fans, and everyone in between.
Oakley Meta Collection
Last year we introduced Oakley Meta glasses with two performance AI styles: Oakley Meta Vanguard and Oakley Meta HSTN, expanding our lineup of leading AI glasses and giving people the option to choose the form factor, brand, and product functionality that’s best for them.
Oakley Meta Vanguard takes your athletic performance to the next level. Wrap-around PrizmTM lenses block out the sun, while a centered, ultra-wide camera lets you capture every action-packed moment hands-free from your unique POV. Designed for athletes and fans alike, Oakley Meta HSTN glasses combine Oakley design with Meta technology.
Take your performance to the next level with the integration of fitness apps including Garmin, Strava, Apple Health, Health Connect by Android on Oakley Meta glasses, and the Meta AI app. With compatible Garmin devices and Oakley Meta Vanguard and HSTN, ask Meta AI how you’re doing or get updates on specific stats in real time, all hands-free and screen-free so you can remain present while you train. Just ask, “Hey Meta, what’s my heartrate?” or “Hey Meta, how am I doing?” to get real-time insights.
