Oakley debuts Super Bowl LX ad

One of the Oakley Super Bowl LX ad stars, Spike Lee

The American Super Bowl LX, screened on Sunday 8 February, marked Oakley’s first-ever Super Bowl commercial – placing the brand back on national television during one of the most visible global sports fixtures 34 years after its first broadcast ad, Max Fearlight, in 1992.

The advertisement for the brand, which celebrated its 50th anniversary last year, starred global icons Spike Lee, Marshawn Lynch and iShowSpeed, among others highlighting the innovation of Oakley Meta Vanguard and HSTN technology.

Described by the brand as “Athletic Intelligence”, the eyewear features an in-built personal AI assistant, enabling athletes to receive real-time insights into performance or training via voice command.

Oakley has been a major presence in American football for many years and continued throughout the 2025-26 season,.

It has built signature eyewear in collaboration with elite athletes Patrick Mahomes and Justin Jefferson, and created the Oakley Icon Alliance, a premier elite youth women’s flag football competition platform.