Tour of California Media Event For JAWBONE


This past Friday proved to be a beautiful day on many accounts – the weather was gorgeous, a sunny 75, and many spectators, media and cycling enthusiasts alike flocked to the quaint little Danish town of Solvang to take in the 6th stage of the Amgen Tour of California.

With the help of Sports Marketing Manager Steve Blick and the Rolling O Lab, Oakley’s PR team hosted a media event to launch the latest sport performance sunglass – JAWBONE. Featuring many technical benefits, including HDO Optics (of course), Jawbone offers Oakley’s new Switchlock technology. This allows the user to change lenses by opening the bottom portion of the frame and sliding the lens out, providing a quick and easy way to change lenses in varying light conditions. Jawbone also features a bumper that is built into the portion of the frame that opens – reason being, this bumper assures the lens is held in place with no stress or pressure to the lens. This consideration into the engineering of the sunglass makes distortion or degradation of optical clarity no worry to the wearer. On all styles, Hydrophobic lenses (which repel water and oils) are included. This has been a huge advancement in our sport performance eyewear pieces since its introduction with the launch of Radar and Flak Jacket a few short years ago. Polarization and vented lenses are other options in lens choices. Lastly, Jawbone is available prescription ready upon release in May.

Our media event was graced by the likes of VeloNews, Bicycling, Triathlete Magazine, Mountain Bike Action, 20/20, ROAD, Road Bike Action, Mountain Bike Magazine, KEYT Santa Barbara, and more. Additionally, athletes including George Hincapie and Brian Lopes came by the Lab to spend some time with media and showed their support for the new Jawbone. Each event attendee was given a first hand tutorial on the Jawbone, followed by a Rolling Lab tour to visually demonstrate our HDO optics. The presentation was wrapped up by some insight provided by professional mountain bike athlete Brian Lopes. Lopes praised the Jawbone’s effectiveness when put to the test while riding, calling out its versatility, technological innovation and design.

The opinion from the media was unanimous – Jawbone is a hit. Without naming names, one editor commented after the event and after having had the chance to ride in the glass and wear test it – “I never comment on how testing is going, but a little clue…I have not taken them off yet!”

Thanks to Steve Blick and the Rolling O Lab Crew for their help in executing this event.


Brianne DeWeese


February 25, 2009