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At Oakley's annual shareholders meeting in June, Oakley executives discussed a broad push fake oakleys under Schmidt's management to increase Oakley's visibility and expand all product


The next month, the company opened its first retail outlet, the O Store at the Irvine Spectrum.

The company will continue the marketing initiatives that Schmidt set in fake oakley sunglasses motion, Law said. Oakley, which had previously taken a low-key approach to marketing its products,

announced in August it had hired VitroRobertson as its first outside ad agency.

Schmidt's resignation isn't likely to have cheap oakleys much impact on Oakley's operations because his tenure was so brief, said Marcia L. Aaron, an analyst with Deutsche Banc Alex. Brown.

On Thursday, the company's stock closed unchanged at $6 a share, slightly above its 52-week low, in New York Stock Exchange trading.

Despite the new initiatives, analyst Aaron said, there is little indication the new cheap oakley sunglasses shoe styles have given the company a boost, analyst Aaron said.

"My sense is their business is OK," she said. "I think the footwear continues to be lackluster."

Newcomb, Schmidt's predecessor, became CEO in September 1997. He replaced Mike Parnell, who had been CEO for 11 years. Parnell remains vice chairman.

Parnell and Newcomb remain directors, but Schmidt has relinquished his board seat.Oakley Inc. has had four chief executives since the sunglass maker went public four years ago. The changes at a glance:

September: Longtime Chief Executive Mike discount oakley sunglasses Parnell is replaced by Link Newcomb, the company's chief operating officer. Parnell remains vice chairman, focusing exclusively on sales

and marketing.April 21: William D. Schmidt, a former Gatorade executive with extensive advertising and marketing experience, replaces Newcomb, who remains on the board and

October 7: Jim Jannard, founder and chairman, becomes CEO. Schmidt resigns after replica oakley sunglasses less than six months on the job.