Oakley has extended its partnership with Always Human, keeping the agency as its lead PR partner in Australia for nearly a decade, per B&T.

Always Human has served as Oakley’s lead PR partner in Australia since 2016, managing PR strategy, social talent seeding, and integrated campaign execution. The extension continues the agency’s work in positioning Oakley across performance sports, fashion, and lifestyle segments in the Australian market.

“Oakley has become so much more than a performance brand in Australia; it’s now a fashion essential with genuine cultural impact,” Tess Murray, Senior Account Manager at Always Human, said in a statement. “Working with athletes and creators who shape the way Australians move, dress, and express themselves has allowed us to build a brand narrative that feels both premium and authentic.”

2025 Campaign Activity

The partnership delivered several brand initiatives in 2025, including 50th-anniversary activities and the launch of the Oakley Meta Vanguard product line. Always Human implemented earned storytelling, strategic partnerships, and social-first activations to support Oakley’s market positioning.

Always Human will continue leading PR and cultural strategy as Oakley focuses on athlete-led campaigns, innovation storytelling, and cultural integration in 2026. The agency’s work supports Oakley’s emphasis on performance, progression, and creative relevance in the Australian market.

The partnership renewal reflects broader social media engagement trends, as research from Sprout Social indicates that 91% of Australian consumers rely on social media as their primary channel for tracking trends and cultural movements, with Instagram leading at 54% adoption.

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