Oakley is at Sea Otter this weekend to pay respects to their loyal wearers through free upgrades (Matt Pacocha)

If you walk by Oakley’s million dollar ‘Rolling O’ truck
this weekend at the Sea Otter Classic — and ask nicely — they’ll set you up
with new lenses, ear stocks, and nose piece for your existing Oakley sunglasses
for free, as part of their ‘spring refreash.’

Just make sure you stuff a $5, $10, or $20 bill into the
black box they have there on the table, as it goes to a good cause. At the end
of the weekend Oakley plan to hand that money stuffed box over to MORCA [Monterey Off Road Cycling Association]
so that they can help rehab the trails the Sea Otter event uses at Laguna Seca.
“We’re not even going to count it,” Steve Blick, from Oakley’s sports marketing
department. “We’re just looking to help the local riders out.”

Should someone walk up with a particularly haggard pair of
glasses, Blick will offer to trade out for a completely new pair, he said.
“We’re not giving away free hot dogs,” he said. “We’re looking to respect and
reward those loyally wearing our stuff. We’re not going to sell a thing this
weekend, but we’ve got a black box down there we’re hoping people will stuff
money into; at the end of the weekend we’re going to hand it over to MORCA,
they’re the people who are going to be filling in the braking bumps we all
create here this weekend and we want to help them out.”

If you get a free pair of lenses, ear stocks, or glasses
make sure and stuff some bills into this box; Oakley plans to hand it over to
MORCA before even counting it at the end of Sea Otter

Blick stressed that this isn’t a freebee type give away, but
rather as a thank you to the cyclists who support Oakley at the event. “We’re
here to be loyal to the loyal people who support us,” he said. “We started in
bike [the industry] and we never will forget where we came from. There’s no
sign, but come talk to us and ask us about it, and we’ll tell you what we’re
doing here.”

We caught up with Jim Beck, who works in sales at Oakley,
while he was working flat out on Friday to build up custom frames for riders in
line at the spring refresh. He said he’d done 50 or so my mid day. We can only
imagine the weekend will be insane there at the Oakley sunglass bar.

One Oakley wearer said he stumbled upon it yesterday had one
pair refreshed and came back with the rest of his Oakley sunglass quiver today.
“They’re giving away free glasses,” he said. “Anyone who gets a free pair of
glasses and doesn’t put some money into that box shouldn’t be out on the trails
— they’re giving away free glasses!”

The refresh is mostly limited to Oakley’s sport styles

Oakley’s new pre-Olympic ad campaign is titled Beyond
Reason, as in purpose beyond reason, explained Blick. “Everything can be made
better,” he said of Oakley’s philosophy. And this weekend, Oakley wants bring
that philosophy all the way down to those tired glasses on your head.

You can follow BikeRadar on Twitter at and on Facebook at