Oakley is starting an ad campaign with motorsport idols Fernando Alonso, Valentino Rossi and Sebastien Loeb.

They are now the faces for the “Change Perspective” campaign with the principle "In order to change the game, you need to look at the world differently". The idols need to meet new challenges very often, but not just in their known careers. This is what Oakley wants to show trough that campaign, which is promoted in the UK, France, Italy and Spain.

Colin Baden, Oakley CEO, commented "This spirit of new adventure, new experience and new horizons is what drives our iconic athletes, and has enabled Oakley to reset boundaries in product design and sport performance.”

The campaign includes mage-enabled print ads, digital and ambient outdoor activity, interactive video web-banners and in-store video displays. These features will reveal Alonso as a road cyclist, Loeb as a helicopter pilot and Rossi as a rally driver. The central campaign hub on Oakley.com should drive interaction and photo sharing.