Travis Scott And Oakley Launch A Partnership

Global eyewear brand Oakley has officially appointed American rapper and cultural icon Travis Scott as its first-ever Chief Visionary, launching a multi-year partnership set to redefine the company’s creative direction.

The announcement follows years of organic collaboration, with Scott regularly incorporating Oakley’s signature eyewear into his high-profile appearances, most notably during his record-breaking Circus Maximus tour. Now, Oakley and Scott are formalising their relationship, aiming to blend cutting-edge design with cultural impact through eyewear, apparel, and marketing campaigns.

Working closely with his Cactus Jack creative team, Scott will help steer Oakley’s future by reimagining classic designs and creating entirely new products. The partnership will not only revive archive favourites but also introduce original styles that reflect both Scott’s on-stage persona and Oakley’s design legacy.

“This marks a bold new chapter in Oakley’s history,” said Caio Amato, Global President of Oakley. “Welcoming Travis Scott as our Chief Visionary is about embracing creativity, belief, and purpose. Together, we’re aiming to build something not just different—but defining.”

Scott, known for his forward-thinking approach to music and fashion, expressed his excitement about the role. “I’m inspired by what people think can’t be done. Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future—this is just the beginning.”

To mark the partnership’s launch, Oakley and Cactus Jack have released a limited “Day Zero” drop on shop.travisscott.com, featuring two apparel pieces and a three-poster set that riff on traditional sunglasses marketing materials. The collection offers a first glimpse at the creative direction the duo plans to pursue.

The collaboration celebrates Oakley’s 50-year legacy while positioning the brand at the forefront of a new cultural movement. As Scott takes on a leadership role beyond the stage, both parties are poised to reshape the boundaries of design, performance, and influence in the lifestyle and eyewear industries.