The launch of a premium category that includes a $4,000usd pair of sunglasses requires an over-the-top VIP event. Such event took place in Mexico City on May 26th, 2010.

1.
This
past
Wednesday,
May
26th,
Oakley
Mexico
hosted
the
launch
of
Oakley’s
Elite
Collec=on
at
Hotel
Habita
in
Mexico
City
for
members
of
the
media,
Oakley
athletes,
a
select
list
of
Mexico’s
VIPs,
and
LuxoFca
Mexico
and
Oakley
Mexico
staff.

2. Leading
into
the
main
presenta=on,
the
crowd
was
mesmerized
by
Oakley’s
Drums
Marke=ng
video
being
projected
on
the
wall
of
a
building
across
the
street
the
size
of
half
a
tennis
court.
Seen
from
the
street
and
buildings
around,
the
general
public
that
happened
to
glance
up
to
the
sky
knew
what
they
were
missing.
Upon
conclusion
of
the
video,
race
car
driver-­‐turned
actor
and
Oakley
ambassador,
Julio
Bracho,
rallied
the
room
through
a
high-­‐energy
presenta=on.
Mr.
Bracho
introduced
himself
and
gave
a
dynamic
speech
filled
with
personal
accounts
about
his
rela=onship
with
the
brand,
and
hard
facts
about
Oakley
and
the
Elite
collec=on;
all
peppered
with
the
edgy
humor
that
he’s
well
known
for
and
that
aligns
so
well
with
Oakley’s
irreverence.

3. The
Carbon
Fiber
C6
was
kept
in
a
cube
covered
with
black
cloth
up
un=l
the
presenta=on
in
order
to
create
mystery
and
an=cipa=on
among
the
media
likes,
and
the
rest
of
the
crowd.
By
the
=me
Mr.
Bracho
had
the
beau=ful
hostess
uncover
the
cube,
the
clicking
of
the
cameras
were
drowned
by
the
crowd
going
wild.

4.
The
event
turned
up
more
people
than
ini=ally
an=cipated.
With
over
250
VIPs
and
media
buzzing
with
an=cipa=on
about
what
Oakley
had
on
offer,
the
atmosphere
was
at
an
all-­‐=me
high.
Guests
were
treated
to
an
open
bar
and
the
sounds
of
DJ
Azteca
742.
There
was
barely
enough
room
for
cocktail
waitresses
to
slide
between
people
trying
to
serve
gests
around
the
room.
Everyone
who
walked
up
to
the
Oakley
Premium
Tower
in
the
center
of
the
room
was
greeted
by
two
beau=ful
hostesses
helping
them
to
try
on
the
most
recent
eyewear
collec=ons
offered
by
Oakley.

5. The
event
was
aligned
with
one
of
LuxoFca
Mexico’s
top
accounts,
Op=kal
Shop.
This
store
is
located
in
one
of
Mexico
City’s
most
up-­‐scale
malls
in
one
of
the
nicest
parts
of
town.
Op=kal
Shop
was
presented
as
the
exclusive
dealer
in
all
of
Mexico,
besides
the
O-­‐Store
in
Cancun,
to
carry
the
Carbon
Fiber
C6.
The
owner,
Uri
Holtz,
wore
a
grin
all
night
while
posing
for
the
media
and
socializing
with
Oakley
Athletes.
Op=kal
Shop
is
handled
by
LuxoFca,
who
were
equally
sa=sfied
with
the
great
success
of
the
event:
a
true
testament
to
the
great
degree
of
teamwork
among
LuxoFca
Mexico
and
Oakley
Mexico,
Inc.

6. This
event
represents
the
launch
of
a
new
era
for
Oakley
in
Mexico.
Judging
by
the
degree
of
success
of
the
event,
Oakley
is
off
to
a
great
future
in
Mexico!

7. From
Top
Let:
Memo
Rojas
(Grand
Am
Champion);
Rene
Serrano
(Archery
Olympic
Medalist);
Benito
Guerra
Jr.
(Rally
champ);
Ruben
Robelo
(NASCAR
Racer);
Ultra
MX
host
&
Pajaro
Volador
(MX
Champion);
VIP
Guests

8. MEDIA IN ATTENDANCE
• Ultra
Mx
• Revista
20
/
20
• Revista
192
• Imagen
Óp=ca
• 2night.com
• Mundo
Ejecu=vo
• Revista
GENTE
• Barrio
• Bazaar
• Glits.Mx
• GQ
México
• Club
Reforma.
• Chic.
• Quien.com
• Motociclismo
• Bike
Magazine
• Sport
life
Magazine

9. MEDIA COVERAGE AFTER EVENT

10. MEDIA COVERAGE AFTER EVENT.

11. MEDIA COVERAGE AFTER EVENT