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New Oakley Obsession: Athletes Spreading Passion

Oakley Inc.’s new agency of record, Eleven in San Francisco, has come up with a new brand campaign for the Foothill Ranch-based action-sports apparel company.

The “One Obsession” campaign “celebrates those who relentlessly pursue their passions” while encouraging others to do the same. It features surfer Gabriel Medina, skateboarder Eric Koston, baseball player Matt Kemp, and cyclist Mark Cavendish, among others. They also star in a film that debuted Feb. 17 on Oakley’s website.

“With One Obsession, we are excited to facilitate conversations with professional athletes—enabling them to connect with consumers through new, shared experiences,” David Adamson, Oakley’s senior vice president of marketing, said in a statement.

Campaign components include digital, social media, outdoor and retail advertising.

Three “brand hubs,” or live events, will be “created for the community to live out their passions.” The Los Angeles location will focus on skateboarding; the New York hub will feature baseball; and urban cycling will be promoted in London.

Disneyland’s 60th

Disneyland Resort in Anaheim plans to kick off its Diamond Celebration on May 22 with three new shows.

“Sixty years ago, Walt Disney welcomed the first guests to Disneyland,” Tom Staggs, chairman of Walt Disney Parks and Resorts, said in a statement. “Nearly 3 billion guest visits later, it’s amazing to contemplate all that Disney Parks and Resorts represents to so many people around the world. We’ve conceived the Disneyland Diamond Anniversary as a celebration of this special place … and all that is yet to come.”

A “Paint the Night” parade at Disneyland Park will be powered by 1.5 million individually controlled LED lights, while a “Disneyland Forever” fireworks show will feature a dance with King Louie from the “The Jungle Book” and a flight over London with characters from “Peter Pan.” Mickey Mouse will star in a new “World of Color” show at Disney California Adventure Park next-door.

Disneyland Resort employs 27,000, making it the largest single-site employer in Orange County. It spent about $14 million on media placements in 2014, according to New York-based Kantar Media.

DC Moto Sponsorship

DC Shoes, a division of Huntington Beach-based Quiksilver Inc., has partnered with teen retailer Journeys to be the official sponsors of the 2015 AMA Supercross.

Monster Energy Co. in Corona was the previous sponsor of the 17-race series of off-road motorcycles competing on a dirt track at professional football or baseball stadiums.

DC Shoes will have a booth at the venue on race day where fans can check out the shoes sold at Journeys stores. The footwear brand will also hold giveaways, athlete autograph signings and photo-ops.

“We’re stoked to have Journeys on board with DC for this year’s AMA Supercross season,” Jeff Taylor, DC Shoes’ senior vice president of global brand and marketing, said in a statement. “They’ve supported the DC Moto program and been a favorite retail destination for race fans for many years.”

Genesco Inc. in Nashville, Tenn., owns the Journeys brand and its more than 800 stores across the country.

Bits & Pieces

Tustin-based furniture, electronics and appliance buying group BrandSource will hold its annual Summit and Expo from March 1 to 4 in Orlando, Fla. … Fountain Valley-based Hyundai Motor America Inc.’s Genesis and Santa Fe/Santa Fe Sport earned “Best Buy” awards from Consumer Guide Automotive at the 2015 Chicago Auto Show. The Genesis earned the distinction in the large-car category, and the Santa Fe/Santa Fe Sport took home the accolade in the midsize crossover/SUV segment. … Also in Chicago, Mitsubishi Motors North America Inc. of Cypress unveiled Concept GC-PHEV, a V-6 engine/electric motor plug-in hybrid electric vehicle, and Irvine-based Kia Motors America Inc. “pulled the wraps” off its electric all-wheel-drive Trail’ster concept vehicle and 2016 Rio sedan.

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