Sports and Eyewear brand Oakley has launched a new campaign, One Obsession, that aims to inspire people to join the brand’s global network of renowned athlete ambassadors in living out their passion.

The multi-channel brand campaign spans 22 countries and includes digital, social, advertising, outdoor, retail activations, live events and an enhances digital experience on Oakley.com/oneobsession.

#LiveYours hosts and ignites conversations around “where does your obsessions take you?” The global social movement encourages fans to join over 450 Oakley athletes in sharing and celebrating their physical places of obsession around the world – from a remote mountain peak, backyard trail, secret surf spot or suburban garage. Oakley will reward #LiveYours contributions and those who are living out their obsessions with surprise experiences and access to athletes who inspire them.

A “One Obsession” film debuts today on Oakley.com, and all social and digital channels. The film features professional and non-professional athletes and teases a series of cinematic and intimate portraits to come.

Athlete stories of inspiration from around the globe will unfold throughout the year across multiple disciplines, including skateboarder Eric Koston, surfer Gabriel Medina, cyclist Mark Cavendish, all-star baseball player Matt Kemp, Moto GP champion Marc Marquez, cricketer Virat Kohli and badminton player Lin Dan.

Beginning of April, ONE OBESSSION will be brought to life through unique brand moments around the world. Three brand hubs will open to the public created for the community to live out their passions in skateboarding (Los Angeles), urban cycling (London) and baseball (New York).

“Oakley celebrates those who relentlessly pursue their passions and we encourage others to do the same,” said David Adamson, Oakley SVP of marketing. “With ONE OBSESSION, we are excited to facilitate conversations with professional athletes – enabling them to connect with consumers through new, shared experiences.”