Oakley isn’t just making eyewear anymore … it’s building a platform for the future.

I bought my first pair of Oakley Pilots in the ’80s, watching Greg LeMond win races like the Tour de France in his.

Back in the day, Oakley was pure performance eyewear. They grew into prescription glasses and sunglasses (I’ve owned a few of those as well).

Now they’re something else entirely.

Oakley has been actively positioning itself as a technology company, after launching its Future 5 innovation lab and collaborating with Meta, Prada, and Axiom Space.

Oakley global president Caio Amato put it perfectly:
“We build the machines to deliver the designs as well as the designs themselves.”

That’s the shift product makers need to study.

Hardware leaders are going hub-first, not feature-first.

Their buyers leap beyond choosing an accessory now; they’re buying into an orbit.

A base device with future modules, exciting partner integrations, and new use-cases feels safer, richer, and more ambitious.

It carries status because early adopters know they’re joining an ecosystem instead of completing yet another transaction.

So price your base product as the gateway.

Make your margins on premium add-ons, collaborations, and future modules.

And in your GTM, communicate “Today + Tomorrow.”

If you want customers to believe in your future, give them a hub worth building around.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.