FOOTHILL RANCH, Calif.— Oakley Inc. has launched a new global brand initiative, the “One Obsession” global campaign.

Via digital, social, advertising, outdoor, retail activations, live events and a special enhanced digital experience through oakley.com/oneobsession, Oakley is inviting consumers, its athletes and all of its retail accounts around the world to join the #LiveYours movement, “to share their passions and inspire others,” the company said.

According to David Adamson, SVP marketing, Oakley Inc.,” In 2015, One Obsession will be brought to life through unique brand moments around the world. The integrated brand platform will span 22 countries.” He added that Oakley is developing three “brand hubs” for One Obsession, open to the public later this year, enabling local communities to explore and further their passions in skateboarding (Los Angeles), cycling (London) and baseball (New York).

The campaign includes 15-second, 30-second and 1-minute films featuring such athletes as skateboard icon, Eric Koston, Major League Baseball All-Star, Matt Kemp, professional cyclist, Mark Cavendish and 2014 ASP World Surfing Tour Champion, Gabriel Medina, among others.

While the company would not disclose specifics, a spokesperson did note that One Obsession “is a multimillion dollar integrated brand platform that is consistent with past investments.”

Adamson noted, “We are inviting accounts and consumers to join the brand’s global network of renowned athlete ambassadors in sharing and celebrating their places of obsession through social channels using the hashtag #LIVEYOURS and on Oakley.com. The creative execution of the campaign extends to the store experience in optical and sunglass specialty, traditional sports and action sports wholesale channels and Oakley-owned retail stores globally that will activate throughout the year.”