The Feb. 8 campaign represents Meta’s strategic expansion into competitive athletics, testing whether AI-equipped eyewear can transition from novelty to mainstream training tool.
Oakley Meta will air its first Super Bowl commercial on 8 February, marking the AI-powered athletic eyewear brand’s most significant marketing push since its summer 2025 launch. The campaign comes as Meta expands its smart glasses strategy beyond lifestyle consumers to target competitive athletes.
The spot, created by creative agency Mother LA, features director Spike Lee alongside retired NFL running back Marshawn Lynch, streamer iShowSpeed, PGA Tour professional Akshay Bhatia, and Olympians Kate Courtney, Sky Brown, and Sunny Choi. The diverse talent roster demonstrates how AI glasses deliver real-time competitive advantages across multiple sports disciplines.
The campaign, titled “Athletic Intelligence Is Here,” repositions AI-equipped eyewear as performance equipment rather than experimental technology. This shift is deliberate: whilst Meta’s Ray-Ban smart glasses targeted lifestyle consumers, Oakley Meta focuses on competitive athletes seeking functional training tools.
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Meta’s athletic wearables strategy
Oakley Meta builds on a multi-year collaboration between Meta and EssilorLuxottica, the parent company of Oakley, Ray-Ban and Persol. The partnership launched with Ray-Ban smart glasses in 2021, followed by an updated version in 2023. Last summer, reports emerged that Meta is also developing AI eyewear under the Prada brand, according to CNBC.
By creating distinct product lines for different audiences – Ray-Ban for general consumers, Oakley for athletes – Meta addresses varied use cases while expanding its addressable market. The athletic positioning allows Oakley Meta to emphasise performance features like hands-free content capture during training and competition, rather than social sharing capabilities marketed with Ray-Ban.
The full commercial will air in the United States during Super Bowl LX on Sunday, 8 February.
To know more: Meta blog
