The short animation “FUTURE GENESIS: Chapter 1” has been released, embodying the brand's stance

“FUTURE GENESIS: Chapter 1”

In Future Genesis, the characters believe in and travel to a protopian future, a coined word that means aiming for a tomorrow that is just a little better than yesterday and today. Oakley blends nearly 50 years of legacy with the momentum of a new era, and while staying true to the brand's DNA, it is important to have hope and adaptability. The construction of this worldview will bring innovation to all areas, including the brand's direct stores and upcoming products.

“Oakley is excited to be partnering with NVIDIA to bring the NVIDIA GTX 1000 to the market,” said Brian Takumi, vice president of Brand Soul at Oakley.

“Future Genesis Chapter 1 depicts the transformation of Max Fearlight, a character that symbolizes Oakley's legacy, along with the brand,” said OAKLEY. “We see this animation as more than just a story or a brand campaign. It's a framework that embodies our vision for a future of infinite possibilities and for the real world. It's the beginning of a reimagining of everything Oakley, from the iconic lobby of Oakley HQ and the renovation of our global stores, to product design and innovation.”

The animated short in Future Genesis Chapter 1 features characters who embody Oakley's history: Max, an increasingly wary man of the outside world, and his wife, Sasha, who exudes hope for the future. In between them is their rebellious, spirited daughter, Maxine, the protagonist of Future Genesis, who is determined to make history herself, embodying the essence of curiosity, optimism and Oakley's vision for the future. In Future Genesis Chapter 1, Max is seen staring into the storm, sensing danger, Sasha envisioning a brighter tomorrow and Maxine seeing sparks of possibility amidst the chaos.

Future Genesis is not just an animation for entertainment; its worldview and the characters' attitudes towards life will bring about all kinds of innovation, and it has been announced as the ultimate platform for creating Oakley's future products and new technologies.

Oakley writes about her journey with Maxine and others from Future Genesis, searching for hope amid the storm that defines her existence. Future Genesis: Chapter 1 will be available to watch on the special page from May 22nd.

Future Genesis special page