Oakley celebrates this summer of sport with Pop-up shops across Europe.

With such a compelling sporting calendar to enjoy this summer, Oakley has created a campaign called Beyond Reason™ featuring its world-wide family of exceptional athletes. In order to bring the campaign to life instore, Sector has developed and deployed a series of Pop-up shops across Europe.

Beyond Reason™ epitomises the ambition that drives Oakley athletes to achieve the furthest limits of their potential. Sportspeople involved include decathlete Bryan Clay, sprinter Lolo Jones, beach volleyball player Kerri Walsh, cyclists Mark Cavendish and Cadel Evans and triathlete Javier Gomez.

South African sprinter Oscar Pistorius, who aims to qualify for the Olympic 400 meters despite being a double amputee, is also involved and features on Oakley’s graphics on the Pop-up shops. These self-contained mini stores merchandise a flexible range of products including both the company’s sun glasses and apparel and are being installed in multi-sports and specialist stores.


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