The new Adidas Powerflex collection from Silhouette Optical features stylish, sporty
ophthalmic eyewear for today’s urban youth. Made from Performance Steel, a durable,
lightweight, flexible type of stainless steel, the frames are equipped with Powerflex hinges for
extra flexibility. Temple tips incorporate the same two-component Traction-Grip material used in
Adidas sport glasses. Soft nosepads add comfort. Targeted to kids and teens seeking modern,
clean-cut, grown-up styling with a cool sport brand association, Powerflex is offered in three
shapes—oval, rectangle and modified rectangle—in three sizes. Frame colors range
from brown and black to dark blue, dark olive, red
and turquoise.
PHILOSOPHY: “Our philosophy behind
the Powerflex is threefold,” says Bill Munch,
business development manager, optical
channel, Adidas Eyewear. “We designed
a product that appeals to kids, is practical
for parents and beneficial for opticians. Kids
are drawn to the Adidas brand because it’s
emblematic of sporty style and comes in
bright colors. Parents appreciate the reasonable
price point, two-year warranty
and even more so the material that is
extremely durable, hypoallergenic and
flexes as kids grow. Eyecare professionals
carry the product because it’s
Performance Steel and therefore
easy to work with, highly durable
and dependable, and also has
the added value two- year
warranty.”
MARKETING: Merchandising
materials include four- and
six-place displays, single-place
frame holders, 3-D triangular
block and countercard. Each frame
comes with a hard case.
PRICE POINT: $$$. For additional
information, contact Silhouette
Optical, (800) 223-0180; web
site: www.silhouette.com
TIP: Performance Steel is
also used in recent
Adidas adult ophthalmic
styles. In addition to its
superior flexibility and
durability, the material
provides the optical integrity
essential in the brow area
of flexible frames.
July 2007
New Frame Products