Meta to Showcase Oakley AI Glasses During Super Bowl LX
Meta is making a major promotional push for its latest AI wearable device with two high-energy commercials set to debut during Super Bowl LX on February 8. The advertisements will showcase the Oakley Meta Performance AI Glasses through an impressive lineup of celebrity athletes and influencers, including Spike Lee, Marshawn Lynch, iShowSpeed, and Olympic stars Sky Brown, Kate Courtney, and Sunny Choi.
Strategic Celebrity Endorsements Drive Market Appeal
The company’s decision to feature popular influencers represents a calculated strategy to boost consumer interest in the device. Unlike Meta’s previous Ray Ban Super Bowl advertisement featuring Chris Hemsworth and Chris Pratt, this campaign emphasizes the practical capabilities and real-world applications of the AI glasses. The Oakley Meta comes in two distinct styles—HSTN and Vanguard—designed to appeal to both athletes and casual users seeking fashionable wearable technology.
EssilorLuxottica Partnership Secures Competitive Advantage
Meta’s collaboration with EssilorLuxottica, owner of both Oakley and Ray Ban brands, has proven instrumental in making these AI glasses culturally relevant. The company launched the Oakley Meta AI glasses in June 2025 as a complement to its existing Ray Ban collection. To protect this strategic advantage, Meta acquired a 3% stake in EssilorLuxottica, giving it influence over future commercial partnerships and preventing competitors from accessing the same premium optical brands.
The investment in stylish design reflects lessons learned from previous wearable failures like Google Glass and Snapchat Spectacles. Early sales data indicates strong demand, with Meta already struggling to meet consumer interest in its AI glasses lineup. The Super Bowl campaign aims to accelerate adoption among mainstream audiences who prioritize aesthetics alongside technology functionality.