Oakley × Meta's AI Sunglasses "Oakley Meta HSTN" Debut

Table of Contents

1. Product Overview and Development Background

2. Release Regions, Sales Channels, and Pricing Structure

3. Detailed Hardware Specifications

4. AI Features and Software Experience

5. Comparison with Competing Products

6. Marketing and Target Audience

7. Privacy, Security, and Regulations

8. Sports & Lifestyle Use Cases

9. Market Impact as Seen by Industry & Investors

10. Future Roadmap and Outlook
    
    

1. Product Overview and Development Background

Meta has combined the voice AI experience cultivated with Ray-Ban Meta with the more sporty design DNA of Oakley. The development team, under EssilorLuxottica, enhanced sweat and impact resistance through tests incorporating athlete feedback.reuters.com

2. Release Regions, Sales Channels, and Pricing Structure

• Limited Model ($499)

  • Pre-orders begin July 11 in the US, Canada, UK, France, Italy, Spain, Germany, four Nordic countries, and Australia
    
    

• Standard Model (from $399)

  • In-store sales expected to start this summer in the same regions
    
    

• Expansion within the year: To Mexico, India, and UAE. Additional Asia-Pacific markets are undecided, but there are plans to expand to over 30 countries by 2026.techcrunch.com
  
  
  
  

3. Hardware Specifications Details

4. AI Features and Software Experience

• Meta AI 2.5 enables natural conversation, image recognition, translation, and nutrition analysis functions

• Hands-Free: Start 3K recording with just "Hey Meta, record"

• Sports-Specific Mode: Speed, heart rate, and form analysis in collaboration with third-party APIs

• Live Streaming: Low-latency streaming to Instagram/Threads

5. Comparison with Competing Products

Snap's next Specs are set for release in 2026, and Google is expected to launch Warby Parker collaborative XR glasses in 2026. Apple is considering a glasses-type successor to the Vision Pro. The Meta + EssilorLuxottica alliance, with its first-mover advantage and brand strength, is ahead by 1-2 years.techcrunch.com

6. Marketing and Target Audience

• Ambassadors: Featuring Team Oakley athletes like Kylian Mbappe and Patrick Mahomes

• Sports Event Debut: Experience booths set up at Fanatics Fest (6/20) and UFC International Fight Week (6/25-27).optometrytimes.com

• Sales Channels: Meta official e-commerce, Oakley stores, Best Buy, Dick’s Sporting Goods, etc.
  
  
  
  

7. Privacy, Security, and Regulations

• Mandatory constant illumination of LED recording indicator

• Data encryption compliant with EU GDPR, on-device voice processing

• Considering release in early 2026 in Japan after complying with the Personal Information Protection Commission guidelines
  
  
  
  

8. Sports & Lifestyle Use Cases

1. Golf: Swing analysis and shot replay

2. Cycling: Navigation + drafting alerts

3. Running: AI coaching and real-time pace notifications

4. Daily Vlog: Share immersive experiences with hands-free shooting
   
   
   
   

9. Market Impact as Seen by Industry and Investors

The wearable AI market is projected to have a CAGR of 28% from 2024-2028, with the company aiming to sell 10 million smart glasses by 2026. The supply chain includes Qualcomm AR1 chips, Sony camera modules, and Samsung SDI batteries.

10. Future Roadmap and Outlook

• Q4 2025: Prototype of model with HUD unveiled

• First half of 2026: Launch in major Asian countries, Japan, South Korea, Singapore

• 2027: Second generation supporting AR display and gesture control
  
  

List of Reference Articles

• Reuters “Meta partners with sports eyewear brand Oakley to launch AI-powered glasses” (June 20 2025) reuters.com

• TechCrunch “Meta reveals its Oakley smart glasses” (June 21 2025) techcrunch.com

• Axios “Meta debuts its first Oakley smart glasses” (June 20 2025) axios.com

• The Verge “Meta unveils Oakley Meta HSTN AI glasses” (June 20 2025) theverge.com

• Meta Newsroom “Introducing Oakley Meta Glasses” (June 20 2025) about.fb.com