Oakley Meta brings 'Athletic Intelligence' to the Super Bowl stage

Oakley Meta is making its Super Bowl debut with a campaign by Mother Los Angeles that positions performance wearables as the next frontier in sport. Titled Athletic Intelligence Is Here, the work introduces the Oakley Meta Performance AI Glasses through a series of visceral, face-first moments that place viewers inside the pressure, adrenaline and focus of elite competition.

Premiering during the Super Bowl, the campaign stars a cross-section of sporting icons and cultural heavyweights, including Spike Lee, Marshawn Lynch, iShowSpeed, Akshay Bhatia, and Olympians Sky Brown, Kate Courtney and Sunny Choi.

The film focuses tightly on faces at the point of intensity. Reflections in the lenses of Oakley Meta glasses reveal the extraordinary situations unfolding around each athlete, aiming to show both scale and intimacy in a single frame.

Directed by Antoine Bardou-Jacquet, the campaign captures what it feels like to compete with real-time assistance. Across the spots, the glasses' core features – Meta AI, hands-free capture and open-ear audio – are woven directly into the action. iShowSpeed chases a moving plane to nail the ultimate social clip, Marshawn Lynch skydives while locked into his "Beast Mode" playlist, and Spike Lee uses slow-motion capture to film an iconic dunk at Rucker Park.

The work introduces Oakley Meta's two flagship models – HSTN and Vanguard – positioning them as tools that extend athletic awareness beyond the body. It's quite the antithesis to how most people use AI currently (mainly analysing raw data after the fact), as it's more about presence and perception. It reframes AI as something that can amplify performance in the moment.

Kimberley Blanding, global director of wearables marketing at Meta, explains how the campaign is designed to close the gap between athletes and fans. She says: "By letting viewers experience it all through the reflection of Oakley Meta glasses, we hope to bring audiences closer than ever – not just to the intensity of athletes, but to the shared passion that unites athletes and fans alike."

Soundtracked by Travis Scott's Hyaena, the films lean fully into spectacle, aligning performance technology with hype, culture and entertainment. It's pretty confidently saying that wearables are no longer confined to training sessions or quantified-self dashboards.

The campaign will air as two 30-second spots during the first and third quarters of the Super Bowl, supported by a wider rollout across digital and social channels. Mother Los Angeles chief creative officer Jed Cohen adds that the work reflects "big ambition, cultural relevance, well crafted, and anchored by a great idea", signalling Oakley Meta's readiness to play on advertising's biggest stage.

With Athletic Intelligence Is Here, Oakley Meta is making a case for AI as an instinctive, embodied part of modern sport, where the next edge comes from seeing the moment differently as it happens.