Oakley has officially become the official eyewear supplier to the Springboks national teams after signing a new partnership with SA Rugby. The collaboration brings together one of the world’s leading performance eyewear brands with one of rugby’s most successful teams, united by a shared focus on innovation, resilience and excellence.
SA Rugby CEO Rian Oberholzer said Oakley was a natural fit for the organisation. “As a globally respected performance brand with deep roots in sport, Oakley shares our commitment to excellence, innovation and pushing boundaries at the highest level,” he said. Oberholzer added that rugby demands clarity, precision and resilience, making the partnership a fitting match for both brands as they aim to inspire athletes and supporters alike.
A Partnership Built on Performance
For Oakley, the agreement represents more than a sponsorship. Sports Marketing Manager Seth Hulley described it as “a natural alignment of performance, heritage and global ambition”, saying it unites a brand known for innovation and athlete precision with a team that embodies resilience and national pride.
Hulley believes the partnership creates a platform that extends beyond rugby, inspiring both elite athletes and everyday fans while reinforcing Oakley’s commitment to high-performance sport.
Performance Meets Lifestyle
Oakley has long positioned itself at the intersection of sport and culture, designing eyewear that delivers elite performance while making a statement beyond competition.
The new partnership also allows SA Rugby to strengthen the Springboks’ presence in the lifestyle space, whether players are training in Johannesburg, spending time in Cape Town or competing on the international stage.
More Than a Rugby Team
Luca Magni, Head of Performance Sports Marketing at Oakley, said the Springboks represent far more than success on the field. He described the team as “a symbol of identity, unity and cultural pride that transcends the game of rugby.”
The agreement adds another major commercial partner to SA Rugby’s growing portfolio as the Springboks continue to build one of the strongest brands in world sport.
