by TARA PRITCHETT

Oakley Inc., the world’s leading sport performance eyewear brand, is proud to introduce their latest concept store, located at the University Town Center mall in San Diego. The new location, which opened in September, is a modern retail museum celebrating the brand’s 37-year heritage. Local residents are fortunate to have this store right in their own backyard, as it is only the second of its kind worldwide. In-store displays feature iconic advertising campaigns and products introduced since the launch of the Southern California Company in 1975.

“Southern California is an important part of Oakley’s heritage. We enjoy being part of the community and helping San Diego residents with active lifestyles excel in their performance,” says Melissa Purdy, District Manager for Oakley Stores. “The new Oakley concept store offers the latest Oakley technology and innovations, with a unique focus on eyewear customization and customer service; which brings the absolute best Oakley shopping experience to San Diegans.”

The store, located in the UTC Mall, includes two Oakley Custom Bars where customers can use interactive touch screen displays to design their own renditions of Oakley eyewear. An in-store environmental chamber allows customers to test their new eyewear against natural elements including wind, light and speed. Iconic eyewear on display throughout the 18-piece visual timeline includes Oakley’s Over The Top® sunglasses released in 2000 and the original Medusa goggles that hit the market in 2002.

The focus of this innovative Oakley retail concept store is an extensive line of eyewear and hard goods, such as the company’s unrivaled timepiece designs and sports apparel that meld performance, technology and style. Cement boards, with a graphic print, line the Extra_oakley-logointerior store walls and hold open cases that showcase eyewear in a museum-like display. The unique storefront features hand-cut metal paneling with full-metal wall displays of apparel and accessories.

Store manager Ruben Rubalcaba has been with the company for eight years and invites you to experience something unique on your next trip to the mall. He and his team of nine associates will provide you with a first-hand interactive experience that will have you testing products world-class athletes are using around the globe. The new location can be found at 4485 La Jolla Village Drive. Additional information is available at www.oakley.com.