There are two kinds of people in the world—those who
stray far from the proverbial beaten path and those
others who stay on it. Mountain biker Niki
Gudex is in a way both kinds of
people. Gudex has steered far off
course from anything average,
having paved a path all her own
in her 28 years, placing in biking
competitions and racking
up accolades all over the
world. But literally, she is the
one beating the real paths
down, grinding down the
gravel on cross country
and downhill biking adventures,
putting her passion to
the pedal, unafraid to get a
little dirty along the way.
There is no doubt that the Australian biker
excels at her sport—she is ranked number
one and number two in the National Series
for Cross Country and Downhill biking,
respectively. But for Oakley, athletic ability
is only half the battle. It’s largely the other
half that has made Niki Gudex such a strong
presence in the Oakley’s “Uniquely Oakley”
women’s campaign and that is a blend of
attitude, spirit, passion and drive. It is these
characteristics that differentiate Gudex as
more than a model, but a role model, radiating
the very qualities that the Oakley brand
most values. “Uniquely is how the Oakley
woman approaches life,” states the press
release. “She lives by her own rules, she is not
about to wait for the world to define her.”
Upon seeing pictures of Gudex in Oakley
frames, it’s easy to forget that there is more to
it than just promoting a cool image because
they look so fierce, so sporty on her. But
aside from their stylishness, the shades are
actually primarily functional, and more than
that, they are a necessity, factoring into the
performance equation like a gear in her
bike. “Because mountain biking can be very
bumpy and fast on a trail or a racetrack, I
can’t afford to have my eyewear moving
around accidentally or fogging up. It would
be too dangerous. I love the way the Radar
style sits on my face,” Gudex explains. And
in a sport that relies on the great outdoors
for its venue, there are nature’s elements to
be contended with that could be quite distracting.
“I ride and compete in a wide
range of weather conditions,” says Gudex.
“My Oakley eyewear protects my eyes from
the mud, the sun, the wind, dirt, debris and
even bugs flying through the air. I like the
Transition lens because in race conditions I
am constantly going in to the shade of trees
and out again into bright sunlight. When the
lens can adjust itself to the light it means I
can see no matter what the sun does. For
me, the ultimate eyewear is eyewear that I
forget I’m wearing.”
Unique, like Gudex herself, is a good way
to describe her partnership with Oakley, for
it far transcends the perimeters of a traditional
business relationship. A close bond has
been cultivated over the seven years that
Oakley has sponsored Gudex. “Before the
shoot for the ‘Uniquely’ campaign in Costa
Rica, I was asked about my childhood and
I mentioned taking my horse swimming in
the ocean as a child,” she explains. “Oakley
organized parts of the trip so that I could
recapture those memories for the shoot. It
was really special. The photo shoot trips for
Oakley have had a huge impact on my life.”
Gudex’s close involvement with Oakley
has built a close rapport between her and
the Oakley team, especially with sports
marketing manager Steve Blick. “On my
race bike at the moment I have some really
rad bike grips that are almost 20 years old.
They are originals from the batch of the
first grips ever made by Oakley, which
Blick found in the Oakley vault and gave
me. Things like that go beyond a marketing
relationship. There is a cool history behind
Oakley and they let their athletes know
they are a part of that history as it is continually
being created,” says Gudex. “Because
Blick has a history in mountain biking
himself, he knows how tough it can be and
has been incredibly supportive of me. We
are friends and work together too. Our
work is what we do every day of our lives
so it’s great to be involved with people who
understand it and work hard at what they
do, too. Even at an event with athletes from
other sports, we can all hang out and have
a strong connection because of the way that
Oakley runs.”
The spirit that has captivated Oakley and
fans is a driving force during this critical time
as Gudex makes her comeback in the face of
several injuries. A true survivor, the athlete
has remained focused and dedicated to her
sport. “I will be racing internationally for the
World Cup and NORBA (National Off-
Road Bicycle Association) series and then in
the Australian summer I race our national
series here,” she says. “I train on the bike and
if I am in Australia I try to get to the beach
for a swim—the salt water is really good for
my muscles and recovery. My racing goals are
interrelated to the speed of my comeback.”
Hardships withstanding, Gudex has her
sights set on the pinnacle of athletic competition:
the 2008 Olympics in Beijing. And
if she is anywhere near as resilient as she is
passionate, dedicated and strong, she will
be there.& •
A BLICK OUT LOOK
When it comes to mountain biking, Oakley
sports marketing manager Steve Blick is no
stranger to the sport. A former mountain biker
himself, Blick is familiar with the obstacles that
Niki Gudex faces and knows well that seeing
clearly is crucial when she rides. “Niki’s favorite
style is Radar, a performance piece that has a
cool design and hydrophobic coating,” says
Blick. “This kind
of coating is
nothing new to
optical, but it’s
an extremely
important barrier
from the elements
so Niki
can see what’s
out there.”
While efficient performance eyewear is
indeed a necessity in mountain biking, Blick
makes sure the star biker always puts her
best face forward. “Female athletes don’t
want a hard edge like a man in eyewear,”
he says. “They still want a sexy, soft look.
Niki has style.”
But it’s not just Gudex’s undeniable good
looks that make her a great fit for Oakley,
it’s also her spirit. “Niki does things for the
right reason,” says Blick. “She is independently
spirited and has passion for what she
does. She brings a lot to the table for Oakley
and encourages women to work hard
and play harder. Oakley wants to inspire
people to fall in love with sports and to try
something new.”
Being a multi-faceted athlete with enormous
talent, creativity and a love of the
game makes Gudex a powerful representative
of Oakley. “Having the body and the
engine to compete is only part of the picture,”
notes Blick. “If you have passion for
what you do and do it with a smiling face,
you’re marketable. Niki has been that
person for Oakley.”
— Melissa Arkin
