As the NFL’s official on-field eyewear sponsor, Oakley has long been embedded in football culture, from Oakley Football Shields worn by players on the field to Oakley Meta eyewear capturing POV moments off the field, in tunnel walks, and beyond. In 2026, that presence expands to the Super Bowl itself.
Super Bowl LX marks Oakley’s first-ever Super Bowl commercial, returning the brand to national television during one of the most visible moments in global sport, thirty-four years after its first broadcast ad, Max Fearlight, aired in 1992. That original spot was ahead of its time, rooted in innovation, performance, and a future-forward vision the industry hadn’t yet caught up to. More than three decades later, that same disruptive mindset continues to define Oakley, reignited by the brand’s 50th anniversary and focused squarely on what comes next.
The new national campaign introduces Oakley Meta to the Super Bowl audience, reimagining what eyewear can be when performance, culture, and technology collide. Starring Spike Lee, Marshawn Lynch, iShowSpeed, and other cultural and athletic icons, the spot showcases Oakley Meta Vanguard and HSTN, eyewear powered by industry-leading technology that allows users to capture action completely hands-free with a built-in camera, access deeper insights into physical performance, and stay connected through music, podcasts, and more.
At the center of the campaign is Oakley’s concept of Athletic Intelligence. The Super Bowl spot positions Oakley Meta as a performance AI taken to a new level, featuring a built-in personal AI assistant that lets athletes ask Meta AI about training, performance, and movement in real time via simple voice commands. The result is instant feedback, deeper understanding, and a more connected relationship between body, mind, and performance. Watch below:
While the Super Bowl marks a crescendo moment, Oakley’s roots in football run deep on and off the field. The brand has been a constant presence throughout the 2025–26 season, supporting peak performance as the only trusted on-field shield, developing signature eyewear in collaboration with elite athletes Patrick Mahomes and Justin Jefferson, and building the Oakley Icon Alliance, the premier youth women’s flag football competition platform.
Across every level of the game, from grassroots to the biggest stage in sports, Oakley continues to push football forward, focused on one idea that has driven the brand for decades: making what comes next better than what came before.
CREDITS:
BRAND: Meta
BRAND: EssilorLuxottica
BRAND: Oakley Meta
AGENCY: Mother (New York & Los Angeles)
Group Creative Director: Galen Graham
PRODUCTION COMPANY: Partizan USA
- Director: Antoine Bardou-Jacquet
- Managing Director: Lisa Tauscher
- Head of Sales: Mike Lobikis
- Executive Producer: Kimi Porter Thomas
- Head of Production: Ani Mikirdichian
- Line Producer: David Stewart
- Director of Photography: Joost Van Gelder
- Production Designer: Bradley Thorenson
POST/ VFX: Mathematic Studio
EDIT: Papercut
MUSIC/SOUND: Lime Studios
MUSIC/SOUND: Radish Music
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