Oakley featured its Meta eyewear for its first ever Super Bowl commercial on February 8, as the official on-field eyewear sponsor of the NFL, and in recognition of its 50th anniversary last year.
With the slogan 'Athletic Intelligence', the advert showcased the brand’s vision for hands-free, AI-powered performance tech with active wearers in the form of past NFL stars, influencers and Olympic athletes.
Alongside the Superbowl XL advert, Oakley featured eyewear worn by footballers on the field, capturing POV off the field and during tunnel walks.
Oakley said: 'Now, on the Super Bowl stage, Oakley returns with a National ad spot continuing to challenge the rules of performance, culture, and sport – and reimagine the potential for what eyewear is and can be.
'The Super Bowl spot personifies Oakley Meta and takes performance AI to a whole new level - we call it Athletic Intelligence. With a personal AI assistant built in, athletes can unlock the answers of human knowledge with a simple voice command, asking Meta AI about their performance or training, and instantly receive real-time insights.'