11/23/2007 09:27:08 AM 
In a transparent world where people have information at their finger tips, brands are having to prove themsleves to people in the most authentic ways possible.
Oakley has always been a hard-core, rugged brands with its own unique style, but the appeal lies right in the "bombproof" part of the brand.
To demonstrate this important aspect, Oakley has created the O Lab- (a rolling lab) to show the extreme lengths the brand goes to test and make sure its products work. It's a neat idea and step above the classic event marketing model.