Golf Digest (South Africa) - - Disruptors Innovators & Risk-Takers -

“You can’t do that.” This is some­thing Oak­ley has been hear­ing – and ig­nor­ing – since it opened nearly 40 years ago. Years back, sunglasses were viewed as some­thing to wear on bright days. Oak­ley re­alised the need for a pre­cisely en­gi­neered lens tint to bal­ance light trans­mis­sion. When the company in­tro­duced the G30, it be­came a big suc­cess, worn by No 1s David Du­val ( right) and An­nika Soren­stam. Though founder Jim Jan­nard sold Oak­ley in 2007, it con­tin­ues to take a con­trar­ian ap­proach to ap­parel, footwear and ac­ces­sories for golf. Its Ci­pher shoes were, at their in­tro­duc­tion in 2012, the light­est in the mar­ket – and among the first with­out cleats. Its new Fac­tory Lite Golf Bag weighs 1.3 kilo­grams, nearly 500 grams lighter than most top-ofthe-line carry bags. The 2014 mar­ket­ing cam­paign was themed “Dis­rup­tive by De­sign,” fit­ting for the company. Says CEO Colin Baden, 52: “The best and most in­ter­est­ing work hap­pens when we’re look­ing at a prob­lem up­side down and back­wards, and we chore­o­graph the chaos in such a way that the un­ex­pected hap­pens.”

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