When it comes to sports and adventure eyewear, nothing beats comfort, durability and the ability for the frame to stay in place under pressure. This ever expanding eyewear category is as innovative as it is lucrative.
The athleisure trend has turned workout gear into a serious style statement. In fact, it’s grown to the extent that it has carved out a niche for itself in the clothing industry, and even been included in the Merriam-Webster dictionary. Yes, ‘athleisure’ is defined as ‘casual clothing meant to be worn both for exercising and for general use’.1
Whether consumers are into high performance sport and adventure or talking about it in cafes, there’s no doubt that they’re happy to spend big money on leggings, lycra, joggers and performance eyewear.
One of the reasons behind the growth in the athleisure and sports eyewear category has been investment in design. Keeping the focus on eyewear, we can now say that finally, there are plenty of sports frames that protect the eyes from wind, dust, glare etc… and look good too.
For serious athletes and adventurers, sports eyewear is an essential accessory
Serious Advantages
For serious athletes and adventurers, sports eyewear is an essential accessory. High level visual skills, complemented by the brain’s ability to transmit and process information at speed can provide the competitive edge needed to win in competition. Well designed, lightweight frames, that sit securely on the face and are fitted with quality lenses, will enhance this ability by reducing glare and damaging UV, improving colour perception and contrast, and protecting the eyes from distracting environmental conditions.
With this in mind (along with the money making potential), eyewear brands are focused on making frames lighter, stronger and more protective than ever before. They’re also developing innovative features like secure headstraps, and in the case of Oakley, ‘unobtainium’ earsocks and nosebombs to prevent slippage, and shatterproof lenses for the ultimate eye safety.
What’s the opportunity?
As an eye care practitioner, this category of eyewear is an ideal way to build a niche that will encourage new patients into your practice. It can also present the perfect opportunity to sell your patients a second or third pair when they come in to have their eyes tested and buy new spectacles. If they need prescription glasses for regular wear, why wouldn’t they need prescription sunglasses and prescription sports eyewear to help them compete?
However, it’s important to remember that many patients may not be aware of the availability of sports eyewear – let alone the opportunity to have prescription lenses fitted to the frames. Ideally, in conversation with your patients during consultations, you’ll identify whether or not they’re a suitable candidate for this eyewear category and introduce the subject accordingly.
Another way to promote the category is to create in-store and in-window displays of sports eyewear alongside posters and sports equipment that will immediately catch the attention of your sports loving shoppers. Talk to your frame suppliers about merchandise available, some of which will feature international sports legends wearing their brands.
Consider, too, the opportunity to sponsor local sports groups in your area with sports eyewear as prizes for raffles and competitions. This is an ideal way to build awareness of your expertise and establish a true connection with your community.
Reference
1. forbes.com/sites/greatspeculations/2016/10/06/the-athleisure-trend-is-here-to-stay/#3d60d3a828bd
Performance Eyewear
Aviva Optical
Slastik Sunglasses feature adjustable temples for a comfortable fit and a unique built in headband to ensure the frame stays in position, no matter the activity. Ideal for action sports such as mountain biking, surfing or sailing, these sunglasses are designed and manufactured for performance.
Contact: Aviva & Mann Optical (AUS) 08 9353 0400
Mako
The Ronin is an eight base impact resistant nylon wrap frame with incredible lightness and awesome coverage to stop glare from entering around the sides of the frame. The rubber nose and arm pads ensure this frame stays on in all conditions. Available in two glass lens types.
Contact: Mako Eyewear (AUS) 02 8436 6666
Maui Jim
The Stingray is one of Maui Jim’s most sought-after sports wrap frames, and it’s now available in matte crystal with a Blue Hawaii lens.
Designed for consumers looking for a durable mid-sized sporty wrap, this frame provides superior coverage and the unrivalled protection of Maui Jim’s patented PolarizedPlus2 lens technology. Stingray delivers enough versatility to be worn for outdoor and everyday activities, giving this style very broad appeal.
Contact: Maui Jim (AUS) 1800 010 244
Adidas
adidas Tycane Pro Outdoor offers unrestricted panoramic vision, fantastic protection and excellent fit. Its revolutionary full-face foam pad and high quality filters with 100 per cent UV protection shield the eyes from all kinds of external influences, including wind and snow. The adjustable elastic strap secures the eyewear to the wearer’s face in all activities, including base-jumping.
Contact: Mimo (AUS) 02 9970 1800
Vuarnet
Vuarnet Ice mixes technical features of the brand’s iconic Glacier with an urban aesthetic. This collection, comprising eight models, is designed for use in any light conditions, including the most extreme.
State-of-the-art material is combined with the most protective Vuarnet mineral lenses for optical precision, maximum protection and durability.
Contact: MYM (AUS) 0429 167 732
Oakley
Oakley Mainlink blends sculpture with versatility to keep up with active lifestyles. Mainlink features Prizm lens technology to fine-tune vision for specific environments, ‘unobtainium’ earsocks and nosebombs for no slip grip, and stress resistant O Matter frame material for durability and all-day comfort. Available in prescription.
Contact: Oakley (AUS) 03 8598 3100
Ugly Fish
Ugly Fish has been around since 2003, and today the brand offers a huge range of polarised sunglasses for kids, adults, as well as Indestructable’s, bi-focals and Motorcycle Riderz.
Contact: Ugly Fish (AUS) 02 4284 7888
Rydon
One Rydon frame can support up to -11 scripts and delivers five Rx solutions. Rudy Project offers stock on APRO, bonus stock, and seasonal stock turnover, with no minimum orders, plus spare parts and after-sales support. Australian Safety Standard approved.
Contact: Rudy Project (AUS) 02 9565 4494
Smith
With 50 years of innovation and design experience, Smith eyewear excels in snow, surf, cycling, fishing and peak performance outdoor activities. The comprehensive collection exudes modern styles and vibrant personality.
Contact: Safilo (AUS) 02 9540 0500
Morrissey
The latest Morrissey UX frames are ultra-thin and ultra-light weight while still retaining their stability and shape, so they’re comfortable to wear over many hours. With Category two or three lenses in every frame, they are the perfect solution to combat the sun’s harmful UV all year round.
Pictured is the Grand, a new king size rectangle frame in matte black with a forest camo temple tip.
Contact: Sunshades Eyewear (AUS) 02 8303 7300
