Oakley has tapped Travis Scott as its inaugural Chief Visionary, handing over the creative reins to the rapper and his Cactus Jack collective in a multi-year partnership designed to reshape the brand’s future—one pair of shades at a time.

The role isn’t just honorary. Scott will be involved in revamping Oakley’s classic styles, co-developing new eyewear and apparel, and starring in upcoming campaigns that blend Oakley’s action-sport DNA with the Cactus Jack universe. In doing so, he becomes part of a growing trend of brands handing real creative control to artists, echoing Ray-Ban’s recent appointment of A$AP Rocky as its first Creative Director, and throwbacks like Alicia Keys for BlackBerry or Will.i.am at Intel—a lineage of unexpected yet culturally potent corporate titles.

The move also adds to Scott’s growing empire of brand collaborations, which already includes a now-legendary McDonald’s meal, multiple Jordan Brand drops, and a 2023 Audemars Piguet team-up that saw a limited-edition Royal Oak fly off shelves. In the tech-meets-fashion space, it’s worth noting that Oakley and Ray-Ban have each forged partnerships with Meta on smart glasses, signaling that these creative titles aren’t just about style—they’re also about shaping the future of wearable tech.