Oakley Names Travis Scott Chief Visionary, Announcing Multi-Year Partnership to Reimagine the Future

Thursday, June 26 2025 | 13 h 10 min | News

Oakley has officially named Travis Scott as their first-ever Chief Visionary, announcing a multi-year partnership that will reimagine the brand’s creative future. Travis Scott and his Cactus Jack team will work closely with Oakley to push the boundaries of design, innovation, and cultural impact to new heights.

Throughout recent years, Travis Scott has been a huge driving force on Oakley’s cultural renaissance, integrating the brand’s signature eyewear and iconic logo into his post-apocalyptic tour wardrobe, helping shape its resurgence through organic connections and creative alignment. His arrival as Chief Visionary marks a new chapter in Oakley’s 50-year legacy of making the unconventional feel inevitable.

“Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary–a title that speaks to creativity, belief, and purpose, to forge something that’s not only different–it’s defining,” said Caio Amato, Global President of Oakley.

The partnership will see Travis Scott and his Cactus Jack creative team working together with Oakley’s team to create new campaigns, reimagine Oakley’s classic catalog of styles, and offer perspective on Oakley’s future eyewear and apparel, featuring some of Travis’ on-stage tour favourites.

The two parties will also create totally new eyewear styles together and introduce collaborative apparel through Travis Scott’s Cactus Jack brand lens.

“I’m inspired by what people think can’t be done. It’s about pushing culture and reworking ideas to see how far they can go,” said Travis Scott, Oakley Chief Visionary. “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 celebrate the launch of the partnership, three Day Zero items will be available starting today on shop.travisscott.com. Riffing on classic sunglass shop marketing materials, the limited drop includes a 3-poster pack and two apparel pieces offering an early glimpse into what’s to come.

Source: Oakley

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