Oakley Frame:  Radar® Path™ - Crystal Black with Black Iridium

The entire world was recently captivated by the rescue of 33 miners from the San Jose mine in Chile. They were trapped a half mile beneath the Atacama Desert for an amazing period of 69 days.

Every day of their entrapment and final heroic rescue was documented and released to a world wide public. Conversations of global problems were happily replaced by the amazing events that took place regarding the miners, their plight and finally the rescue story that astounded the entire globe. One by one, each miner was brought to the earth's surface into the arms of loved ones and the safety of their community. Lo and behold, it was discovered that each miner was wearing an Oakley Path™ or Range® design sunglass of the Radar® series.

It seems that Oakley executives were alerted by a Chilean journalist, Jonathan Franklin, and the Chilean private health insurer covering eyewear protection of the miners. The sunglass company immediately realized that they would respond with a helpful gesture to comfort the profoundly dark adapted eyes via 35 donated sunglasses. In addition to comforting the dilated eyes of the victims, it wouldn't do their public image any harm. The lenses utilize a wrap around shield like design. The lenses are dark with a gray base and black iridium coating. The glasses were originally designed for sports usage such as biking and skiing.

Eye care experts declared their concern of the possibility of damage to the retina caused by sudden change of light when miners come from darkness to bright light. Dr. Andrew Hartwick, assistant professor at the Ohio State University College of Optometry explained that, "There is a potential for solar retinopathy, wherein the photoreceptor cells in the eye can deteriorate." It is known that after a person has been in the dark for a long period of time the natural protection of the retina in this circumstance tends to diminish.

Dr. Hartwick admits that he was not sure of what the exact lighting levels were down in the mine so that a prediction could not be made concerning any vision loss due to the minimal lighting conditions. In order to reduce ultraviolet harm to the eye following prolonged dilation, Plutonite® lens material filters out 100% of all UVA, UVB , UVC and other harmful blue rays up to 400nm. The Radar lenses are coated with a hydrophobic element that prevents water from leaving marks that can obstruct vision. It is also said to repel mud, oil and dust. This action became of special interest toward keeping the miner's vision clear during the rescue operations with the dust and dirt caused by the machinery that was used. An added attraction was the impact resistant specifications according to the standards to be met of the American National Standards Institute Z87.1 testing series.

Oakley claims that these standards are exceeded, thereby guaranteeing the miners the best possible vision. Oakley reports that the cost of this sunglass is $180, while the media has reported the cost to be between $280 and $450.

Physicians assigned to the health care of the miners also pointed out that medication was prescribed to protect the miners against common germ infections. They were instructed to perform 20 minutes of aerobic exercises each day to prevent muscle cramps during the rescue operation. It was also recommended that they fast for eight hours before surfacing. Upon arrival to the surface they were checked for fungal or skin infections that may have been caused by the humid underground atmosphere.

Many companies and commercial groups around the world contributed expertise or products connected to the rescue. NASA donated a high calorie liquid product which reduced motion sickness as the miners were brought to the surface. iPods were donated by Apple. Gifts were made by various unions, companies and individuals that ranged from food and clothing, wine, toys and Halloween costumes. Mining and construction equipment plus drilling material were graciously contributed from many corners of the globe.

Representative of the miners are hoping for book and movie deals. There is also the strong belief that a lawsuit will be launched against the mining company. A millionaire Chilean philanthropist, Leonardo Farkas, contributed $10,000 to each miner. Trips to famous cities of the world are on the list of promises to the miners. But none received the attention and publicity that Oakley claimed. Hundreds of dramatic photos were taken and every one showed the miners sporting Oakley sunwear. It soon became a logo for the miners and the operation. Minister of Mining Laurence Golborne, who lead the rescue asked to wear one of the extra pairs supplied to show his solidarity to the miners. It soon became the most widely known sunglass in the world. It is estimated by some that Oakley received 41 million dollars worth of advertising and it still continues. Some observers have noted that this could be considered the product placement of the year. The rescue event was one thing, but coming to the surface looking absolutely glamorous in their Oakley sunglasses is surreal.

The nation of Chile experienced an astonishing day with the entire world watching in awe as Chileans rallied their support around the rescue. Chile president, Sebastian Pinera, had a global audience as he greeted each miner emerging from the special Capsule. And each miner was wearing an Oakley Radar sunglass. El Presidente Pinera joined the Oakley frenzy soon after. Media watchers feel that he will take advantage of this new found dynamite celebrity on the international road. Plans are in the works for trips to London, Berlin and Paris where he will be making a pitch elaborating on Chile's favorable financial situation in South America. Pundits sense that the good news "feel" of these recent events will favor Chilean interests abroad. Tourism and Chilean wine production expect an upturn as result of media exposure. One news reporter comments, "But the pair of Oakley sunglasses each miner wore provides a canary in the coal mine of the financial impact of the blanket media coverage."

Yet, Oakley's charitable gesture is questioned by those who see the underbelly of the event and consider the other side of the coin. They claim that suspicion was aroused since it appears that the eye wear donation was leaked to the media well in advance of the rescue. It remains to be seen whether this was accidental or not. The positive association with this heart warming event could only benefit a brand item such as Oakley. The question arises, "Were Oakley's actions in good taste?" Following are some of the many blogs that inundated the internet and challenge the reader's thinking.

Felipe Ordonez de Rivera of Spain writes: "Of course this will generate huge sales for Oakley. Everyone in Chile will want a pair. It may not be one of the ‘high end’ Radar with the special lenses, but any Oakley frame. Good luck to them. I also hope that the

American drilling company that drilled the rescue shaft gets due recognition in their business growth. As for Chilean wine, it’s worthwhile celebrating this amazing event with case loads of the superb wines that Chile produces these days. The Argentine wine producers over the Andes in Mendoza will be green with envy. It's a pity that the Chilean wines are hard to find here in Spain. By the way, I always wear Ray Ban sun glasses."

E.W. Mitchell writes: "Sure it was an opportunity and sure Oakley is located in a country that is founded upon capitalism (so far). The U.S.A is a country that understands sales and advertising. Oakley, in my opinion did not take advantage of a near tragedy event.

They stepped up to the plate when their product was needed. It could have been Ray Ban or any other company. Wouldn't it be wonderful if, as a result of this donation a percentage of sales profit and growth in Oakley products will enable them to give toward global mine safety research?"

Ramo writes: "Cool, Oakley, a company worth millions of dollars gets press all over the world regarding their sunglasses, but the miners will have to deal with physical and psychological issues for years."

Andy Healy responds: "This was a fantastic event and a massive change for Chile's international image. However, if we sell our soul to the media it may turn around and bite us. Someone mentioned Feb. 27. Most readers will not even know what is being referred to. That was the date of the devastating earthquake in southern Chile. Some of the Chilean press ought to take the time to notice that almost nothing has been done about the reconstruction effort since then. Little rebuilding has taken place and entire communities are suffering with the trauma with no help forthcoming.”

Condorito comments: "Oakley or no Oakley, it was great planning and flawless performance from a fantastic Chile team, not the gods. Also, consider the character of the miners...Puro Chile.”

A spokesperson for Oakley provided the necessary final touch with the following quote, "Our hearts are with the rescue team and the miners as we hope for a joyous end to the crisis."