As the official on-field eyewear sponsor of the NFL, Oakley leads football in performance, innovation and culture, showing up everywhere the game shows up: Oakley Football Shields worn by players on the field, Oakley Meta on athletes and creators capturing POV off the field and during tunnel walks, and now, in 2026, on screen.
Super Bowl LX marks Oakley’s first ever Super Bowl commercial, placing the brand back on national television during one of the biggest and most visible moments in global sport, thirty-four years after its first broadcast ad, Max Fearlight. Released in 1992, it was ahead of its time, built on innovation and performance and a vision of the future that the industry hadn’t yet caught up to. That same disruptive mindset still drives Oakley today, reignited by the brand’s 50th Anniversary and focused on what comes next.
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. Starring global icons Spike Lee, Marshawn Lynch, and iShowSpeed, among others, the campaign highlights the groundbreaking innovation of Oakley Meta Vanguard & HSTN, industry-leading technology enabling you to capture the action completely hands-free with a built-in camera, give deeper insights into your physical capabilities and get you pumped up with your favorite playlist, listen to podcasts, and more.
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.
While the Super Bowl is a crescendo moment, our DNA in football runs deep on and off the field. Oakley has been a major presence in football for years and continued throughout the 2025-26 season; from helping athletes achieve peak performance as the only trusted shield on-field, to building Signature eyewear in collaboration with elite athletes Patrick Mahomes and Justin Jefferson, to creating the Oakley Icon Alliance, the premier elite youth women’s flag football competition platform. Across every level of the game, Oakley continues to push football forward by making what comes next better than what came before.
