Travis Scott’s relationship with Oakley began before any official agreement was in place. Throughout his record-breaking Circus Maximus tour in 2023 and 2024, Scott wore Oakley’s athletic frames onstage consistently enough that the brand became part of his visual identity by association. When Oakley named him Chief Visionary Officer in June 2025, the appointment felt less like a surprise than the formalization of something audiences had already recognized. The question that followed was straightforward: what would Scott actually do with the role when it came time to produce something? Chapter 001 answers that question with its September 24 debut.
The collaboration has been building toward this moment since May 2026, when a teaser campaign featuring Tom Brady, Jalen Hurts, Saquon Barkley, Jayden Daniels, Odell Beckham Jr., and a roster of active and retired NFL players introduced the Cactus Jack x Oakley identity without revealing the product.
The September release shifts the focus from spectacle to substance, with three frames redesigned by Scott and a campaign directed by Nicolas Winding Refn starring Minnesota Vikings wide receiver Justin Jefferson. The frames retail for $314 for the Plantaris, $289 for the Straight Jacket 99, and $217 for the Eye Jacket Redux.
Three Oakley Icons, Reworked by Travis Scott
Scott has redesigned three of Oakley’s most recognizable performance silhouettes for Chapter 001, applying custom colorways and Prizm lens technology to frames with considerable history in the brand’s catalog.
The Plantaris is the most architectural of the three, with a wraparound shield design that sits at the intersection of sport and fashion. The Straight Jacket 99 references Oakley’s late-1990s heritage, a period when the brand’s performance aesthetic crossed into streetwear in ways that continue to influence how eyewear is positioned today. The Eye Jacket Redux is the most traditionally Oakley of the group, with the elongated shield profile that helped define one of the brand’s most iconic eras.
Each frame comes in either CJ Matte Mesquite or CJ Black Ink, finishes that take a restrained approach compared with the louder end of Scott’s visual vocabulary. Prizm Snow Black lenses are used across all three models, with the technology designed to maximize color contrast and optical clarity.
The Cactus Jack treatment extends beyond the eyewear itself. Every pair comes with a custom Cactus Jack micro bag and co-branded box, while an accompanying apparel collection includes long- and short-sleeve T-shirts, a pullover hoodie, and a beanie available on a made-to-order basis through TravisScott.com.
Nicolas Winding Refn Sets the Tone
The choice of campaign director is as deliberate as the product itself. Nicolas Winding Refn, the Danish filmmaker behind “Drive,” “Only God Forgives,” and “The Neon Demon,” brings a visual language built around slow tension, hyper-saturated color, and objects treated with the reverence usually reserved for characters.
That aesthetic sits naturally alongside the Oakley frame as a designed object, giving the campaign an art-directed quality that feels closer to a short film than conventional eyewear advertising.
Justin Jefferson, who has his own Oakley signature series and has been a Team Oakley athlete since 2025, grounds the campaign in the athletic performance context for which the frames were built.
The combination of Refn’s cinematic eye and Jefferson’s on-field credibility reflects the dual identity Scott is establishing for the Cactus Jack x Oakley line: technically focused enough for athletes while carrying the design language expected by the fashion audience that follows Scott’s work.
A First Chapter With More to Come
Scott has built a career around collaborations that extend beyond their initial hype cycle. His Nike partnership has produced some of the most resold sneakers of the last decade, with the Air Jordan 1 and Air Force 1 iterations regularly trading on the secondary market for multiples of their retail prices.
His McDonald’s campaign in 2020 became one of the most commercially successful celebrity fast-food partnerships in the brand’s history. His Dior collaboration in 2021 marked the French house’s first official partnership with a hip-hop artist. Across those projects, Scott has consistently treated the creative process as seriously as the commercial one, giving the resulting products an identity beyond the name attached to them.
Cactus Jack x Oakley Chapter 001 is the first product from a multi-year partnership, and the use of “chapter” is significant. This is not simply a limited release designed to generate a single news cycle. It marks the opening installment of an ongoing creative relationship between Scott’s Cactus Jack universe and one of the world’s most technically established eyewear brands.
The draw on TravisScott.com opened September 24 and closes today, September 25. The wider Oakley.com release follows on September 25, bringing Chapter 001 to a broader audience.
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Featured image: Oakley
