Athletic Intelligence is Here
Spike Lee, Marshawn Lynch, iShowSpeed, PGA Tour breakout star Akshay Bhatia, as well as Olympians Sky Brown, Kate Courtney and Sunny Choi headline Oakley Meta’s debut at the 2026 NFL Super Bowl, bringing to life the capabilities of Oakley Meta Performance AI Glasses in high-energy, unexpected ways.
The campaign, “Athletic Intelligence Is Here,” marks the arrival of sport’s next era and captures how Oakley Meta delivers a real-time competitive edge for athletes.
Directed by Antoine Bardou-Jacquet, the spot balances scale and intimacy by staying tight on athletes’ faces while they face extraordinary moments that we see reflected in their Oakley Meta glasses. The result is a visceral, immersive portrait of what it feels like to compete while wearing Oakley Meta glasses - bringing viewers closer than ever to the moment when athletes unlock a new edge with Oakley Meta’s two flagship products: HSTN and Vanguard.
The campaign showcases a range of talent using the Performance AI Glasses in bold, unexpected ways. iShowSpeed uses Meta AI and hands-free capture on Oakley Meta Vanguard while chasing a moving plane for the ultimate social post, Marshawn Lynch locks in using open-ear audio to stream his Beast Mode playlist as he skydives toward a falling football, and Spike Lee uses slow-motion capture on Oakley Meta HSTN to film an epic dunk at Rucker Park. Each moment demonstrates how Oakley Meta glasses are designed to give athletes and fans a competitive edge both on and off the field.
The song, “Hyaena” by Travis Scott, brings it all to life in a fun, energetic, and adrenaline-fueled way.