Oakley has renewed its partnership with Always Human, extending the agency’s role as lead PR partner in Australia to nearly a decade.
Since first being appointed in 2016, Always Human has played a key role in shaping Oakley’s evolution from a performance-led sports brand into a culturally relevant name across fashion, lifestyle and sport, leading PR strategy, social talent seeding and integrated campaign execution.
The partnership has delivered standout brand moments in 2025, including milestone 50th anniversary activity and the launch of the new Oakley Meta Vanguard, while continuing to embed Oakley within Australian culture through earned storytelling, strategic partnerships and social-first activations.
Tess Murray, senior account manager, Always Human said: “Oakley has become so much more than a performance brand in Australia, it’s now a fashion essential with genuine cultural impact. Working with athletes and creators who shape the way Australians move, dress, and express themselves has allowed us to build a brand narrative that feels both premium and authentic. After nearly a decade together, we’re incredibly proud of the evolution we’ve achieved with Oakley.”
As Oakley sharpens its focus on athlete-led campaigns, innovation storytelling and cultural integration heading into 2026, Always Human will continue to lead PR and cultural strategy to support Oakley’s focus on performance, progression and creative relevance in the local market.
