Oakley has named Travis Scott as its first Chief Visionary, launching a long-term partnership that places the artist and entrepreneur at the center of the brand’s creative direction. Known for his global influence across music, fashion, and visual culture, Scott now officially joins forces with Oakley after years of organically integrating the brand into his tour aesthetics and personal style.
The announcement follows Scott’s use of Oakley eyewear during his record-breaking Circus Maximus tour, where pieces from the brand’s archive regularly appeared in his performance wardrobe. His appointment signals a formal collaboration aimed at reshaping the future of Oakley’s eyewear and apparel categories. Scott and his Cactus Jack team will work closely with Oakley’s internal creatives to design new collections, rethink classics from the Oakley archive, and influence future product direction with their distinct visual approach.
Caio Amato, Global President of Oakley, confirmed the partnership with a statement positioning Scott as a creative force capable of redefining the brand’s path forward. In his new role, Scott will guide both aesthetic and strategic developments, contributing to new product lines and campaigns.
Oakley and Cactus Jack are set to introduce original eyewear styles and apparel that reflect Scott’s performance wardrobe and stage presence. The collaboration will extend into product storytelling, marketing, and drops tailored to both Oakley’s performance-driven heritage and Scott’s global cultural resonance.
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. 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. – Travis Scott
To mark the start of the partnership, a limited Day Zero release is now available on shop.travisscott.com. The first items include a three-poster set and two apparel pieces referencing classic sunglass retail imagery. The teaser gives a first look at the visual language of the collaboration, combining Oakley’s technical design ethos with the Cactus Jack brand identity.
Founded in 1975 and headquartered in Southern California, Oakley holds more than 900 patents and has developed products trusted by elite athletes across disciplines. While its roots lie in sports performance, the brand has expanded into lifestyle apparel and accessories for men and women, offering products designed for movement and active use.
Travis Scott brings significant creative momentum to the project. His 2023 album UTOPIA became the best-selling hip-hop release of the year, holding the top spot on the Billboard 200 for four weeks and generating over 50 billion streams worldwide. His 76-date Circus Maximus Tour grossed over $209 million and drew 1.7 million attendees, earning recognition as the highest-grossing rap tour in history.
Scott also became the first rapper to headline a sold-out concert at SoFi Stadium in Los Angeles and drew over 48,500 fans at Tottenham Hotspur Stadium in London. The latter event set a new stadium merchandise sales record across all events hosted at the venue. His recent single “4×4” debuted at number one on the Billboard Hot 100, marking his fifth number-one single.
Beyond music, Travis Scott is recognized for his work across design, brand collaborations, and philanthropy. He was the first non-athlete to create a signature collection with both Nike and Jordan Brand. His Cactus Jack Foundation supports young people in Houston through toy drives, scholarships for students at Historically Black Colleges and Universities, and creative education programs.
The partnership between Scott and Oakley begins with clear momentum. It sets the stage for an ongoing creative exchange that leverages Scott’s design instincts and Oakley’s technical capabilities to deliver new products and ideas across categories.
