This document provides an overview of Oakley's Crosslink line of interchangeable lifestyle and sport Rx frames. Key points include: - The Crosslink line addresses an unmet need for Rx frames that can be used for both sports and daily life. - The frames have a lifestyle aesthetic with sport features, including interchangeable temples and colors. - Market research showed the line was particularly successful among younger and older consumers due to its value, color options, and sport performance quality. - Training materials were developed to educate reps and accounts on Oakley's brand attributes and how the Crosslink line delivers performance, quality, and differentiation from competitors.

1. WILL CONK: OAKLEY OPTICS PLM
PORTFOLIO
NOVEMBER 2015

2. PLM RX FRAMES: PORTFOLIO
• ACTIVE LIFESTYLE RX FRAMES
• Concept/Target/Design
• Collection
• GTM and Marketing
• Results
• Market Research
• TRAINING PACK: PREPARING REPS TO SELL OAKLEY RX
• Brand/Category/Materials/Competitive Advantage
• Product/Collections
• ABOUT WILL
• OPTIONAL: 2017 LINE PLAN (UPON REQUEST/CONFIDENTIAL)
• The best way to see how I work

3. ACTIVE LIFESTYLE RX FRAME
PROBLEM STATEMENT: There are no Rx frames on the market that
can be used for both sport and daily life needs
TARGET CONSUMER: Active Rx wearer, with strong experience wearing
frames. Function, performance and aesthetics critical. Age: 30-40+
CONCEPT: Versatility of do-it-all product. Interchangeable color from
work to sport; aesthetic of lifestyle frame with sport twist
DESIGN: Lifestyle frame meets sport features and aesthetic, subtle
Oakley sculpture and Brand ID (straight stems, ear socks)
Great for sport, but not for school
or work
Great for school/work, but can’t
be active in it.
Wrap for coverage
and sporty look
PRODUCT KICKOFF
Lifestyle Frame
appeal
Interchangeable
color

4. ACTIVE OPHTHALMIC: CROSSLINK
Sport nose pad Interchangeable
SAME FRAME
DESIGN TO DEVELOPMENT
INTERCHANGEABLE TEMPLES
SPORT LIFESTYLE DESIGN

5. CROSSLINK COLLECTIONLEVERAGE SUCCESS, ESTABLISH PLATFORM

6. CROSSLINK GO TO MARKETTRAIN REPS AND ACCOUNTS

7. MARKETING ATHLETE AUTHENTICATION

8. RESULTS: 3 STYLES IN TOP 20 YTD
• EXCELLENT SALES ACROSS GLOBE
• 75% OF ASIA LINE SHARE
• 15% OF SHARE IN OTHER KEY
REGIONS
• RX FRAMES BUSINESS GREW 15%
WITH ADDITION OF CROSSLINK
CONSISTENT SUCCESS

9. POST RELEASE RESEARCH
WHY WAS THIS PRODUCT SO SUCCESSFUL?
High value
for younger
consumer:
25-35
Color options
are key in
Asian markets
High value to
older
consumer:
35-50
SPORT
PERFORMANCE
QUALITY
MARKET RESEARCH CONDUCTED ACROSS 5 COUNTRIES

10. 10
BRAND ACCESS/UNISEX- $140
CORE LIFESTYLE: $160 PREMIUM LIFESTYLE - $200 -$220
ACTIVE LIFESTYLE- $200
PERFORMANCE LIFESTYLE COLLECTION
BALANCE PRICE, MATERIALS, AND DESIGN FOR BROAD CONSUMER REACH

11. RX FRAMES CATEGORY: 2015
REP AND KEY ACCOUNT TRAINING
COMMUNICATING THE BASICS THAT BUILD OUR BRAND AND PRODUCT
WILL CONK

12. THE OAKLEY BRAND
SPORT
PERFORMANCE
QUALITY
Oakley is a high performance athletic brand known for
innovation, craftsmanship, and quality.
3 TERMS CONSUMERS SAY ABOUT OAKLEY

13. THE RX FRAME MARKET
What do consumers want?
31% of consumers want a PERFORMANCE frame
OPTICAL CONSUMER RESEARCH: FROM LUX

14. WHERE DOES OAKLEY FIT?
Oakley has a 2% marketshare, and considered performance brand
OAKLEY PERFORMANCE LEVERAGE OVER OTHER LUX BRANDS

15. PERFORMANCE PLASTICS
Acetate O Matter nanOmatter
Min Temple Thickness (MM) 3 2 1
Tensile Strength (PSI) 4,350 8,800 15,200
Density (g/cm^3) 1.28 1.00 1.27
Melting point (degrees F) 170 270 426
Rich color
Minimal sculpture
Doesn’t maintain shape
Tumbled, never painted
Good color
Light, strong, flexible
Excellent sculpture
Tumbled, painted or filmed
Ideal for 3 point fit
Limited color
Extreme strength and flexibility
Good sculpture
Can’t paint
Heavy and brittle
Acetate Omatter Nanomatter
WHY WE FOCUS ON OMATTER

16. PLASTICS USED AT OAKLEY
FUNCTIONAL PURPOSE FOR EACH MATERIAL
Acetate- shape and color,
women’s only
Omatter- Strong, lightweight, and
sculptured
Nanomatter- thin aesthetic,
flexible function

17. UNOBTAINIUM (EARSOCKS)
PROPRIETARY NO SLIP GRIP 3 POINT FIT
BRAND ID
VS
COLOR
FUNCTION, COMFORT, AND AESTHETIC

18. 3 POINT FIT- STRAIGHT STEMS
FUNCTION
Minimize head force
Maximize retention
Reduce Facial Crowding
Avoid Mastoid bone
AESTHETICS
Brand ID
SPORT
PERFORMANCE
QUALITY
MARKETING THROUGH DESIGN

19. 19
YOUR PERFORMANCE RX STORY
Acetate Omatter
with Wire Core
Unobtainium
• 2X Stronger
• 25% Lighter
• Heat resistant
BRAND DIFFERENTIATION
PLIABLE WITH LOW HEAT

20. PERFORMANCE WIRES COMPARED
Titanium C5 Carbon Fiber
Min Temple Thickness (MM) 1 1.5 1.5
Tensile Strength (PSI) 63,000 60,000 300,000
Density (g/cm^3) 4.5 8.8 1.55
Melting point (degrees F) 3,300 2,400 3,500
Strong and lightweight
Easy to sculpture
Hypoallergenic
Expensive
Strong and medium weight
Easy to sculpture
Potential Nickel Allergies
Inexpensive
Ultra Strong and ultra lightweight
Unique look and feel
Stiff and VERY difficult to sculpture
Ultra Expensive
Ti C5 Carbon
50% OF OUR BUSINESS IS WIRES, WHY WE USE EACH MATERIAL

21. ABOUT WILL: ACTIVE DAD
WORKFAMILY HOBBIES & FRIENDS

22. WILL’S STRENGTHS