Oakley develops MP3 sunglasses

Youth brand Oakley is to try to cash in on the digital music revolution by launching a pair of sunglasses with a digital music player built in. Thump sunglasses will be sold in more than 300 UK retailers from later this autumn, including some Virgin Megastores, with which Oakley has partnered for the first time.

Oakley is planning a seven-figure marketing campaign and has briefed media agency BJK+E to devise an outdoor campaign.

It will be supported by viral marketing aimed at 18- to 25-year-olds.

Consumers will be able to upload digital music from their PCs onto the sunglasses via a USB cable. Priced about £300, the product will be available from December and will be sold initially in the UK before being rolled out to other parts of Europe.

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