Travis Scott just secured a new title: Chief Visionary at Oakley.
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The rapper and producer has joined the iconic eyewear brand in a multi-year deal that goes far beyond a standard celebrity endorsement. This marks the first time Oakley has ever awarded someone that title. Scott, a longtime fan of the brand, is stepping into a creative leadership role, although Oakley has not yet revealed the full scope of what “Chief Visionary” will entail.
In a statement, Scott said, “I’m inspired by what people think can’t be done. It’s about pushing culture and reworking ideas to see how far they can go. Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future. This is just the beginning.”
Oakley’s Global President, Caio Amato, added, “Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary—a title that speaks to creativity, belief, and purpose, to forge something that’s not only different, it’s defining.”
To celebrate the announcement, Oakley dropped limited-edition merch, including hoodies, graphic tees, and posters. The pieces reflect Scott’s signature aesthetic: earth tones, oversized fits, and dystopian streetwear vibes.
A capsule collection is rumored to launch later this year, potentially coinciding with one of Scott’s upcoming performances or festival appearances. Sources close to the brand say this is only phase one. Expect exclusive eyewear lines designed with Scott’s input, full campaign rollouts, and collaborations that blend sports, streetwear, and art.
