Oakley Meta is stepping onto one of the world’s biggest stages this year, marking its first-ever Super Bowl appearance with a national commercial packed with cultural heavyweights, elite athletes and creators.
Airing during Super Bowl LX on Sunday 8 February, the campaign features IShowSpeed, Marshawn Lynch, Spike Lee, Sky Brown, Sunny Choi, Kate Courtney and Akshay Bhatia, all captured doing what they do best — powered by Oakley Meta’s new AI performance eyewear.
The two cinematic spots will air nationally during the first and third quarters, signalling a major milestone for Oakley Meta as it pushes AI glasses firmly into the mainstream sports and lifestyle conversation.
A Super Bowl Spot Built Around Performance, Perspective and AI
Directed by Antoine Bardou-Jacquet and soundtracked by Travis Scott’s “HYAENA”, the ads balance scale with intimacy — staying locked onto athletes’ faces as they move through high-pressure, high-performance moments.
Rather than wide stadium shots, the camera mirrors the first-person point of view enabled by Oakley Meta glasses, giving viewers a visceral sense of how AI-enhanced eyewear can capture, analyse and elevate performance in real time.
The campaign showcases Oakley Meta’s two flagship AI frames — Vanguard and HSTN — positioning them not just as smart glasses, but as tools for athletes, creators and fans alike.
IShowSpeed and Marshawn Lynch on Wearing Oakley Meta
Streamer and creator IShowSpeed says the appeal lies in staying locked into the moment without distractions:
“I need gear that fits my pace, and the Oakley Meta glasses let me capture moments and listen to music hands-free without breaking my flow. Everything’s locked in and designed to fit naturally into how I move.”
Former NFL star Marshawn Lynch echoed that sentiment, highlighting the glasses’ hands-free camera tech:
“These Oakley Meta Vanguard glasses are hella smooth. The camera lets me make moves and stay connected — when I see it, I snap it. No more phone fumbling and missing the moment.”
Redefining Performance Eyewear
According to Alex Himel, VP of Wearables at Meta, the Super Bowl debut reflects a bigger shift in how performance tech is evolving:
“Oakley Meta glasses help athletes and fans stay ahead, and the big game is the perfect stage for our roster of elite athletes to showcase the technology’s value and capture their unique point of view.”
Together, the Super Bowl campaign and product launch underline Oakley Meta’s ambition to blend AI, content capture and training tools into eyewear that fits seamlessly into both sport and everyday life.
Oakley Meta Vanguard: Built for High-Intensity Sport
Starting at £499 / €549, Oakley Meta Vanguard is designed for elite, high-impact performance.
Key features include:
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Up to 3K POV video capture
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Oakley PRIZM lens technology for sun, wind and dust protection
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IP67 water resistance
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Open-ear speakers and a five-microphone array to reduce wind noise
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Up to 9 hours of battery life, plus a charging case delivering up to 36 additional hours
Through the Meta AI app, Vanguard integrates with Garmin and Strava, enabling hands-free stat checks like “Hey Meta, what’s my heart rate?”, automatic milestone video capture, and the ability to overlay performance data onto shareable clips.
Oakley Meta HSTN: AI Glasses for Athletes and Fans
Priced from £399 / €439, Oakley Meta HSTN brings AI performance tech to a wider audience.
Built on Oakley’s bold HSTN frame, it features:
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Ultra HD (3K) hands-free camera
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Open-ear audio for music and podcasts
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IPX4 water resistance
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Up to 8 hours of typical use, with fast charging to 50% in around 20 minutes
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A charging case providing up to 48 hours of power
With Meta AI built in, HSTN works as a voice-controlled assistant — whether checking wind conditions on the golf course or capturing content with a simple “Hey Meta, take a video.”
AI Glasses Step Into the Spotlight
With Oakley Meta’s Super Bowl debut, AI eyewear is no longer a niche experiment — it’s entering the cultural mainstream, backed by elite athletes, creators and one of the most-watched broadcasts on the planet.
