Oakley has today announced the launch of its newest chapter of the “Be Who You Are” story, which showcases the 2022 Bike Collection and features narration from Team Oakley road cyclist Mark Cavendish.
The piece highlights the ways in which a bike is more than just two wheels, it is an enabler of human possibilities, strength, and freedom, giving the rider the power to explore infinite paths.
As part of the campaign, Oakley is partnering with South African cycling group Fixie Fit as well as BMX rider Wanga Moshani. The partnerships explore not only their skills on a bike, but the ways that each support, value, and empower their communities off it.
They also tell their individual stories on how a bike has become for each of them not just a vehicle of transportation, but a vehicle for expressing oneself and finding purpose, family, and community.
Life is constantly throwing challenges our way, and the strength to overcome them can come from anywhere. For us, it comes from our bike. More than two wheels, it's our freedom, our sanctuary, and an enabler of human possibilities. pic.twitter.com/gowbxpzwyE
— Oakley (@oakley) March 17, 2022
For those not in-the-know, Fixie Fit is a South African-based, urban bike crew made up of artists, directors, and local fashion designers. Since its inception, Fixie Fit has grown into a community of riders that highlights diversity and inclusivity within BMX.
Wanga Moshani is a South African BMX racer who started riding at the age of 10. For over a decade, he has been part of Velokhaya, a cycling academy that uses cycling, education, and mentoring youth living in communities with limited access to opportunities to support on and off their bikes.
As the reigning South Africa Elite BMX Champion, Moshani aims to show others how a bike can change lives.
“We want to inspire bikers from all over the world to believe in themselves and enjoy the ride,” said Oakley global head of marketing, Caio Amato.
In tandem with the newest chapter of the “Be Who You Are” episode, Oakley has also launched its 2022 Bike Collection, featuring helmets, sunglasses, apparel, accessories, and protective gear for a variety of cycling and mountain biking terrains.
You can watch the newest chapter of Oakley’s “Be Who You Are” bike chapter on Oakley Instagram as well as the Oakley Youtube channel, and shop Oakley’s 2022 MTB and Road Cycling Collections on the Oakley website.
