Oakley and Meta have announced a collaboration with cricketer Virat Kohli as the face of Oakley Meta Performance AI glasses in India. The partnership focuses on showcasing the use of AI powered wearables in sports, particularly in training, performance tracking and content creation.
The glasses are designed to enable hands free photo and video capture, live streaming and voice enabled AI assistance. Through Meta AI, users can access real time contextual information, supporting more seamless interaction during activity. The product is positioned as a tool that integrates into an athlete’s routine, allowing for both performance support and content documentation.
As part of the collaboration, the campaign will provide a first person view into Kohli’s training sessions, match preparation and behind the scenes moments. The content will highlight how the device can be used to capture and share experiences directly during activity without interrupting performance.
The campaign will be rolled out in phases, beginning with the announcement and followed by digital activations across platforms, including training footage, AI driven interactions and day in the life content. The Oakley Meta HSTN and Vanguard collections are priced starting at Rs 41,800 and Rs 52,300 respectively and are available through leading optical retail outlets.
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Sandhya Devanathan, Vice President India and South East Asia, Meta, said, “Performance has always been a balance of instinct and awareness, and increasingly that is being shaped by data. With Oakley Meta performance AI glasses, we are exploring what Athletic Intelligence can look like in practice, where timely insights and lightweight assistance come together in a way that supports how athletes train and stay focused.”
He further added, “Our collaboration with Virat Kohli reflects how technology can fit naturally into an athlete’s routine, helping them stay present while continuing to learn from every session and every personal record they work towards.”
Corey Hill, Head of Global Sports Marketing at Oakley, said, “Sport is constantly evolving, and so is the way athletes understand and elevate their performance. At Oakley, we’ve always been focused on pushing the boundaries of what’s possible, and with Meta, we’re bringing a new dimension to that vision. Virat Kohli embodies the mindset we build for: focused, driven and always pushing limits. And that’s exactly where this product belongs.”
Virat Kohli said, “I have always relied on instinct, but also on understanding my game better over time. What I find useful about Oakley Meta performance AI glasses is that they add small layers of insight without getting in the way. Whether it is staying focused during training or enhancing on-field awareness, it helps build consistency over time. Over time, that can make a difference when you are working towards your next personal record.”
