Oakley’s impact on sports started with sunglasses in the 1980s, and its eyewear became part of the golf scene with players like Annika Sorenstam and David Duval in the 1990s. In the years since, the brand has expanded its golf line into high-performance apparel and footwear, and has become a partner of several PGA Sections as it expands its reach into golf’s green grass sector. PGA Magazine recently spoke with Ewan King, Oakley’s Senior Sales Manager for Golf, to learn more about the brand’s approach to the golf market and why PGA of America Golf Professionals are integral to its success.
PGA Magazine: Oakley has been involved with golf for a long time, but it seems to have a renewed engagement with the green grass side of the business. What should PGA of America Golf Professionals know about this approach?
Ewan King: Oakley’s renewed green grass focus strengthens performance credibility and authenticity, positioning eyewear as true golf equipment. Deeper engagement with PGA of America Professionals and on course retailers builds trust, improves education, and drives stronger relevance with today’s golfer. Modern golf culture blends performance, fashion and lifestyle, and Oakley sits naturally at this intersection – while always remaining authentic to its performance heritage.
PGA Magazine: How are PGA of America Golf Professionals able to help tell Oakley’s story to golfers, and how does that enhance the brand’s authenticity?
King: PGA of America Professionals help tell Oakley’s story because they are trusted experts who see and interact with the brand every day. When professionals wear and recommend Oakley on the course and during lessons, it shows the product is part of their professional toolkit, not just a paid endorsement. They also translate Oakley’s technology into practical golf benefits – seeing ball flight better, reading greens, managing glare – which makes the performance story easy to understand. That everyday use and education grounds Oakley’s tour level performance in real golf experiences, strengthening the brand’s authenticity, credibility and influence at the point of purchase.
PGA Magazine: Oakley’s Meta glasses are receiving a lot of attention – what should PGA of America Golf Professionals know about this intriguing new sector of the market?
King: Oakley Meta glasses introduce a new wearable tech category, blending performance and lifestyle. With the addition of the Oakley Prizm Dark Golf performance lens, they can also be positioned for on course use, offering trusted visual performance while enabling hands-free tech features. PGA of America Professionals should frame them honestly as an emerging, versatile innovation, not a replacement for traditional eyewear, but yet another example of Oakley’s leadership in performance and innovation.
PGA Magazine: As the golf season approaches the midpoint in much of the country, what kind of enthusiasm are you seeing from your accounts and from consumers?
King: From an Oakley perspective, as we approach the midpoint of the golf season, the enthusiasm we’re seeing is very strong. There’s clear confidence from accounts in Oakley as the leading performance brand. Professionals and retailers are leaning into products that deliver real on- course benefits, and they’re engaged in telling the performance story, especially around lenses, fit and visual advantage. Education and differentiation are driving momentum. From consumers, golfers are playing more and investing in equipment that enhances their experience. We’re seeing strong interest from both core players and newer golfers who value Oakley’s blend of authentic performance, rooted in design and innovation. This includes our head-to-toe offerings of apparel, footwear and accessories – most recently with the launch of the Fusion Collection – built on performance, individuality and culture that honors the tradition of the game, while pushing style and identity forward.
Overall, the energy and business is very healthy and focused. Oakley is well positioned as the season moves into peak play; grounded in performance, validated at green grass and aligned with how the modern golfer plays the game.
