• by Tanya Gazdik , 5 hours ago

Oakley and Meta are teasing a Super Bowl spot featuring the brands’ smart glasses and a cast of celerities. 

“Created by Mother Los Angeles, the Big Game spot will be set against the backdrop of one of sport’s biggest moments, and stars director Spike Lee, streamer and influencer iShowSpeed, former NFL player Marshawn Lynch, PGA Tour star Akshay Bhatia, and Olympians Kate Courtney, Sky Brown, and Sunny Choi,” according to Little Black Book. “In the full ad, each of these talents will showcase the capabilities of Oakley Meta’s Performance AI Glasses in high-energy, and visceral ways. But today, ahead of the broadcast on Feb. 8, the brands have dropped a 10-second teaser and promotional stills for the spot.”

This is Oakley’s first Super Bowl spot.

“The Super Bowl push comes after Oakley Meta launched in July 2025. The brand represents a collaboration between Oakley and Meta, combining the eyewear maker’s athletic-focused design with Meta’s AI technology. It’s tailored specifically toward athletes rather than general consumers,” according to Adweek. “Oakley Meta is the latest evolution in a multi-year partnership between Meta and EssilorLuxottica, the parent company of Oakley, Ray-Ban and Persol. The companies launched their first smart glasses under the Ray-Ban brand in 2021, followed by a second edition in 2023.”

The glasses are not cheap, retailingfor around $500. The competition includes Google Glass and Meta’s Ray-Ban glasses.

“Google Glass, the pioneering camera-equipped spectacles that were briefly available to the public more than a decade ago, has cast a long shadow,” according to The Financial Times. “The experience of being filmed in covert fashion was not embraced by society, and while times have changed a little (the popularity of Meta’s Ray-Ban glasses has put millions of cameras on millions of faces), privacy campaigners continue to raise important questions about such products and their use in public spaces.”

Meta advertised the Ray-Ban glasses in last year’s Super Bowl in another celebrity-heavy spot featuring Chris Hemsworth, Chris Pratt and Kris Jenner. 

“Hemsworth and Pratt find themselves in Jenner’s apartment,” according to Women’s Wear Daily. “There, while Pratt is using the smart glasses to identify a piece of art, which is a banana taped to the wall, Hemsworth eats the banana.”

Meta has been hit with a lawsuit over the technology in its smart glasses.

“Solos’s complaint alleges the defendants infringed on Solos’s patents involving smart glasses, including functions such as multimodal sensing, audio processing, intelligent assistance and integrated-system architectures for real-time user interaction,” according to The Wall Street Journal. “The company claims that Meta employees gained an understanding of its technology by reviewing its technical materials and hiring people familiar with it, while workers affiliated with EssilorLuxottica personally tested Solos’s technologies over several years and industry events. Solos said it secured such patents years before the defendants began developing their smart glasses.”

The increasing use of smart glasses is prompting privacy concerns. 

“Some social media creators have drawn attention to the products by using them to record restaurant reviews and man-on-the-street interviews,” according to The Washington Post. “And Gen Z, who grew up in an internet era defined by poor personal privacy, are at the forefront of a new backlash against smart glasses’ intrusion into everyday life.”