Words: Tawnya Schultz / Photos: Matt Murray

Oakley is on point when it comes to producing quality eyewear and educating its retailers. I’ve seen the spiel before at shop clinics about why Oakley is better than everyone else but every company says that so it flew in one ear and out the other. After witnessing the lengths Oakley partakes to demonstrate and prove why they are the best at the Oakley Revolution Tour I finally have enough confidence to fully back what Oakley represents. The tour swung through Northstar at Tahoe on its first of six stops with its Rolling O Lab last Tuesday evening to stoke out its nearby retailers and give them plenty of info to make those sales dollars this season. Although Oakley planned on doing an on-snow demo during the day and a party at night the in-abundance of white stuff meant just a party and presentation; which was fine by me.

Peeps in line waiting for the show. Rolling O lab in the background.

There was even an ice sculpture. T and I throwing it up.

The semi-trailer converted into an Oakley dream machine is no joke with a lab inside part one where tours are given and people are physically shown the difference between competitors sunglasses and goggles. There’s even a manikin face they place goggles on and send a 500 gram weight straight to the eye balls to observe what will happen if someone takes a hard slam. Note to self: wear Oakley’s because the most damage it will do is dent and Oakley will replace the lens. The others I saw shattered. Yikes. Also the eye protection that Oakley provides is phenomenal. I don’t know how many times I have burned my retinas or they haven’t at least been sore after a long sunny day on the hill even with a mirrored lens. Polarized is the way to go and Oakley has several colors to choose from.

In two hours the Lab gave more than 300 private tours to retailers, which is more than Oakley has done all year in that short amount of time. It was a really cool experience to say the least. As for the party itself Oakley knows how to throw it down- free booze, free sushi, some sweet musical entertainment, and oh yeah- free goggles! After the presentation everyone headed upstairs to the Oakley store in the village to design their goggle of choice; frame, lens, and strap. Sweet! It was an awesome gathering and the snow is definitely hitting hard soon so you better check out Oakley or...well…just take my word for it. A million thanks to the Oakley fam representing; especially Matt Murray, Diane and Brianne. Check out when the O Lab is stopping in your area at www.oakley.com/revtour and of course www.oakley.com.

Inside the bus before the presentation.

Lots of people waiting in the chilliness chatting (and drinking) it up.

Inside the VIP section of the bus…flat-screens and comfiness.

More people still waiting…they didn’t mind too much.

The line of sight demonstration.

The artsy new P.O.P and manikin head.

Stickers and the check in station in front of the store.

The LTD coozie…a must.

The free goggle buffet.

I want that one.

Team rider Sammy Luebke was in the house with his madre.

The Rolling O Lab crew holding it down.

Things are getting blurry now.

And the dancing begins.