Oakley Makes Super Bowl Debut with Groundbreaking 2026 National Ad

Oakley is set to make its first-ever Super Bowl commercial appearance during Super Bowl LX in 2026, marking a major milestone for the brand as it returns to national television during one of the world’s most-watched sporting events.

As the official on-field eyewear sponsor of the NFL, Oakley has long been embedded in football culture, from protective shields worn by players during games to off-field moments captured by athletes and creators using Oakley Meta eyewear. The upcoming Super Bowl spot brings that presence to the screen, expanding the brand’s footprint from the field and tunnel walks to a global television audience.

The commercial comes 34 years after Oakley’s first broadcast advertisement, Max Fearlight, which aired in 1992 and was widely regarded as ahead of its time for its focus on innovation, performance, and future-facing design. That same disruptive spirit, the company says, continues to drive Oakley today, especially as it celebrates its 50th anniversary and looks toward the next era of performance technology.

Oakley’s Super Bowl LX advertisement stars global cultural figures including filmmaker Spike Lee, former NFL star Marshawn Lynch, and digital creator iShowSpeed. The campaign showcases the Oakley Meta Vanguard and HSTN eyewear, featuring advanced hands-free technology with a built-in camera, integrated audio for music and podcasts, and tools designed to deliver insights into physical performance.

Central to the campaign is Oakley’s concept of “Athletic Intelligence,” which combines performance eyewear with artificial intelligence. With a built-in personal AI assistant powered by Meta AI, athletes can use voice commands to access real-time information about training, performance, and broader knowledge, aiming to enhance preparation and awareness both on and off the field.

While the Super Bowl marks a high-profile moment, Oakley emphasized that its involvement in football extends far beyond a single event. Throughout the 2025–26 season, the brand has remained a constant presence, supporting athletes with on-field eyewear, launching signature products in collaboration with NFL stars Patrick Mahomes and Justin Jefferson, and developing the Oakley Icon Alliance, a premier youth women’s flag football competition platform.

Across all levels of the sport, Oakley continues to position itself at the intersection of performance, technology, and culture, with the Super Bowl LX debut signaling its ambition to redefine what performance eyewear can be in the years ahead.