Uh oh! Oakley is on the yoga-pants-for-leisure offensive. While the lulus want women to yoga, eat, sleep, shop, flash your business in their clothing, Oakley wants none of that namby pamby non-workout crap in workout clothing. They’ve created a few 30 second spots to enforce their stance that their exercise gear is made for exercising not socializing and you fakers and lazy butts better recognize. Wait, doesn’t Oakley make sunglasses? We’re so behind on the gym wear times.
The campaign designed to reach women (90% of their customer base is male) is so anti-loungeypants Oakley created some cockamamey contract on their website asking you to sign on to statements like: “I will use my gear to exercise, not socialize.” Or “I will use my gear to sweat, not shop.” Or “I will use my gear to go to the gym, not the salon.”
Ours might go something like, I paid a lot for these pants, I’ll wear them in the shower if I want to!
Here’s their official stance:
Oakley women’s gear is for running not running errands. For exercising not socializing. It’s not car pool chic. It’s not grocery store casual. It was made for more than that. It was made for me.
We’re not sure who the “me” is but we admit it’s not a lot of us because, outside of yoga class, these stretchy bottoms have seen more couch than a potato! Though the concept is strangely motivating and antagonizing at the same time. Who are we to be wearing stretchy pants and not be lifting dumbbells?! We are such slackers!
It also seems sort of anti-yoga. Oakley doesn’t make any specific yoga clothing, which is fine, but we somehow get the feeling they’re not cool with lame old boring yoga, and especially not ok with everyone prancing around in Lululemon, a competitor and the leader in their market (and making a bazillian dollars doing it.) We should note that Oakley is also pretty pricey, like say $90 for their fancy workout pants.
Their “social contract” draws another line between the athletic, social and yoga worlds.
You’re not like other women. You believe athletic clothes are meant for athletics, not long walks in the mall. You’re an ultimate competitor that believes in hard work, sweat and pushing the limits. Your social contract is a way of life–it’s your personal mantra. It’s time to draw a line and let the world know where you stand.
The campaign is certainly cheeky and funny, and also rather bold considering that most fitness and yoga clothing companies keep moving more towards “lifestyle” wear that somehow transitions from the gym or yoga studio to brunch, erranding or nightlife. These ads are basically a big FU to all you lazy chumps lolligagging in stretchy pants when you should be sweating, running and lifting weights, likely all at the same time, because you’re tough and hardcore, etc.
As yoga folks, we know this isn’t entirely a yoga pants slam, but with the growing trend of ready to wear yoga (even on the runway!) and tons of ladies living their lives in luon, the backlash was just waiting to happen. At the same time, it made us giggle, not just because they’re silly throwback infomercially ads, but because we know that we practice yoga all the time, not just on our mats, but in the supermarket, at brunch or at the bank whether in yoga pants, pajama pants or no pants at all. Yoga was made for more than that.
Here are the ads:
“Want that cute, fitnessy look without all that annoying fitness part? Tough. There’s only one legitimate way to look fit and that’s why Oakley Women’s training gear is made for running, not running errands.”
“The operative word in “workout clothes” is “workout”. If you’re wearing them to impress the other moms at your kid’s school, you’re missing the point. Oakley Women’s training gear is made for exercising, not socializing.”
“Moisture-wicking fabric is engineered to combat blood, sweat and tears, not the whipped cream on top of your expensive latte. That’s why Oakley Women’s training gear is training gear, not trendy gear.”