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Oakley Can't Stop features cyclist Ayesha McGowan following her never say die journey to become the first professional female African-American road cyclist.
Our main goal was to bridge the gap between their superstar athletes and the everyday champion. We sought to communicate a relatable story that goes beyond the ordinary, to show the commitment and dedication to sport that can be found worldwide and strikes at the essence of what it means to be an Oakley athlete. Seeking athletes of all sizes shapes and colors we focused our search on women who act as role models, constantly breaking the limits and restructuring the sports as a whole. Ayesha is the perfect example – when she began cycling she immediately looked for role models only to discover she was the only female African American rider, from that point on she has made it her mission to be the role model she sought, for herself and for all others like her. Through her thousands of training miles, countless bags of ice, flat tires, tuneups and hours trained she chips away to be that person she knows she can be.
Ayesha McGowan Can't Stop
The campaign ran across Oakley's website and their social channels. It featured various cuts of the video along with still images highlighting Ayesha's mission and product. Check oakley.com/en/one-obsession for more
Director Jason Evans
Director of Photo Mikey Van Buren
Creative Director Ian Grody
Art Direction Dan Ashley
Script Dan Alvarez
Photography Bryan Banducci
Production The Bindery
Agency Kettle
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