Surf’s up for Bruce Irons and Arnette. The surfer and the sunglass brand have agreed to extend his contract for an additional three years. The Irons/Arnette relationship started more than 10 years ago when he was just a Kauai “grom” starting out in competitions. As part of the contract extension, Arnette will remain the exclusive eyewear worn by Irons and he will continue to be featured in advertising, catalogs and point-of-sale materials.

One of the world’s top surfers, Irons is a pipeline master who was recently named “Most Marketable Surfer” by Transworld Surf Biz magazine.

“We are honored that Bruce Irons will continue to partner with Arnette,” says Vittorio Verdun, marketing director of Luxottica Group, parent company of Arnette. “It is a testament to our long-standing relationship and we want to continue our support of his surfing career. Bruce embodies the Arnette lifestyle and we look forward to three more successful years together.”  —Jackie Micucci
Motocross Phenom Joins Smith
Motocross star Travis Pastrana has joined Smith Optic’s roster of top motocross athletes. MX’s rising star signed a two-year deal to represent Smith.

Pastrana, considered an icon in the world of motocross, has made a name for himself in the sport, winning numerous contests including the gold medal in freestyle MX three years in a row at the X Games, most recently at the 2003 competition. This year, Travis is staying busy competing in select AMA Supercross events and will ride in this Summer’s X Games, Gravity Games and the Van’s Triple Crown.

Pastrana’s MX career began at age four when he started riding a one-speed Honda Z-50 in his hometown of Annapolis, Maryland. He won a string of National Amateur Motocross titles before he had his driver’s license and became the World Freestyle Champion at age 14. An over-achiever in every sense, Pastrana graduated from high school three years early and is currently studying communications at the University of Maryland. He also writes a column in Racer X and recently completed a video.

“We are really excited to welcome Travis to the moto team. This is definitely one of the biggest things that’s happened to the MX division at Smith, which boasts an already winning line-up,” says Mark Phares, Smith Optics’ GM of Motorsports. “We see Travis as one of the preeminent athletes in the sport and are looking forward to supporting him in his future endeavors.”  —JM
Miss Independence. Oscar winner for best actress 1. Charlize Theron attended the Independent Spirit Awards in high style. She wore the Oliver Peoples La Donna in translucent camel from the Spring ‘04 collection… On the red. Speaking of Oscar winners, 2. Tim Robbins, who won for best supporting actor, was spotted on the red carpet prior to the Academy Awards sporting Oliver Peoples Nitro sunglass in pewter with OPX Photochromic Chrome Graphite Flash Gradient Mirrored Glass lenses… Simplicity. “The Simple Life” stars and best buds 3. Nicole Richie and Paris Hilton love eye style. Nicole wears DKNY Eyes style 7918S and Paris sports Fendi Suns style FS257 both from Marchon… Eye spy. 4. Natasha Henstridge in Gucci style 2455/s from Sàfilo on an episode of NBC’s “She Spies.” Sàfilo’s Carrera White Wolf/s was featured on 5. Cameron Dido in the same episode… Big time. 6. Owen Wilson appears in the movie “The Big Bounce” wearing Bollé Zyrium 913247070 in satin gold with TNS… That’s that. 7. Raven Symone, who TV audiences watched as a little girl on “The Cosby Show,” is all grown up and starring in her own Disney Channel show “That’s So Raven.” The actress wears cK style 2048 from Marchon… Bedazzled. Pop stars love the bling bling, which is why musicians at the Grammys fell for Boucheron’s latest sunwear offerings from Sàfilo. The Swarovski crystal-encrusted shades come in two styles—the appropriately named Rockstar—seen here gracing the faces of 8. Mary J. Blige and 9. Verdine White of Earth, Wind & Fire—and Moviestar—seen here on 10. Alicia Keys and 11. Stacey “Fergie” Ferguson of the Black Eyed Peas… Stylin’. Actor 12. Samuel L. Jackson wears Alain Mikli zyl rimless frames, style AO347 at the recent Grammy Awards… Sharp-dressed man. 13. Jay Z looks sharp in the Diesel 55DSL Cobretti/s from Sàfilo in a recent issue of Blackbook magazine… Never can say goodbye. “Sex and the City” may be over but star 14. Kristen Davis still has the look. Davis, who played “Charlotte,” was at New York’s recent Fashion Week appearing very metropolitan in a pair of Silhouette SPX Modern Art sunglasses, model 3175 in color 6082… Winning look. Grammy winner 15. Sting keeps it all in focus thanks to Marchon. Sting, who won for Best Pop Collaboration with Vocals for “Whenever I Say Your Name” with Mary J. Blige, wears Nautica style 7089… Born in the U.S.A. The reigning Miss USA 16. Susie Castillo knows eyewear is the crowning glory to every woman’s wardrobe. She shows off her pageantry in sun—Stella McCartney aviator, STM18/s from Sàfilo—and Rx—Coach Eyewear style Aimee from Marchon… Friendly face. 17. Aisha Tyler of “Friends” wears Stella McCartney 17/s in pink from Sàfilo…Made in the shade. Ray-Ban partnered with Levi’s at the Levi’s Lodge during the Sundance Film Festival in Park City, Utah. Celebrities who came to the house were outfitted with Ray-Bans from Luxottica and Levi’s jeans and jackets. Showing off their new shades are 18. Kevin Bacon wearing RB 4037 642, “Lord of the Rings” star 19. Sean Astin in RB 3212 004, “American Pie” beauty 20. Shannon Elizabeth in RB 4041 and 21. Mark “Sugar Ray” McGrath in style RB 2127… Going for a ride. 22. Jimmy Fallon, of “Saturday Night Live” fame, wears Dior homme AL13/s from Sàfilo as seen in his upcoming movie “Taxi,” which co-stars Queen Latifah. “Taxi” is set to be released world wide in October… To the rescue. There’s no “Fashion Emergency” that E’s 23. Leon Hall can’t handle in his Emporio Armani 9063/s from Sàfilo… Musical interlude. Musicians in Marchon: “American Idol” 24. Clay Aiken in DKNY style 7265S, new pop sensation 25. Jason Mraz in Calvin Klein style 386S and Lilith Fair founder 26. Sarah McLachlan, who was recently nominated for a Grammy for Best Female Pop Vocal, in Donna Karan beta-titanium style 8743.  —JM

promo primer

Clutch Hit — Zyloware is feeling limitless about the possibilities of its new rimless Via Spiga styles. And the promotion geared toward these releases is equally limitless in appeal. A leather Via Spiga clutch purse is being offered free with the purchase of any 12 Via Spiga frames. The purse is crafted in plush black leather and has the classic Via Spiga logo embossed on the front. It features an interior mirror and secure, snap-free magnetic closure. A provocative, new countercard featuring a dramatic photograph from Via Spiga is also included with this promotion. More info at (800) 765-3700.  —James J. Spina

The Academy Awards is the pinnacle for Hollywood’s elite who pull out all the style cards for Tinsel town’s big night. To ensure that the stars were truly decked out from head to foot, Marchon presented winners, nominees and attendees with their latest eyewear offerings.

Charlize Theron took home the Oscar for best actress for her chilling performance in “Monster.” She looks every bit the winner in a pair of Calvin Klein style 768S, 057. Best supporting actor nominee for “In America” Djimon Hounsou wears the Coach Harrison, 501. Youngster Keisha Castle-Hughes was nominated for best actress for her role in “Whale Rider.” She keeps it all in focus in a pair of cK 4035, 195. Clint Eastwood, who was nominated for best director for “Mystic River,” wears Calvin Klein 387S, 509. Marcia Gay Harden in Fendi 584, 449 was nominated for best supporting actress for her performance in “Mystic River.” Sean Astin, who appeared in the Oscar winning film “Lord of the Rings: The Return of the King,” wears Nike with Flexon 4070, 615. And Laura Linney sports Fendi 588, 371. The actress appeared in the Oscar nominated film “Mystic River.” —JM

Crist Almighty
When it comes to having anything to do with skis and skiing the Crist brothers, Zack and Reggie, rule the snow-crested crowns of the mountains. This snow duo continues to dominate multiple X Game, World and U.S. Open ski championships. And when it comes to ski gear these guys are totally hands on especially where it concerns Columbia sportswear.

That active partnership has extended to sunglasses and ski goggles they have developed in conjunction with L’Amy via the licensing venture with Columbia. Both brothers have taken the product to the full extreme of their sport in order to incorporate a host of tech innovations designed to improve performance, comfort and… of course… vision.  —JJS

Well Dressed Men
Sunwear was ready for take off at the Yves Saint Laurent men’s wear runway show during Italian Fashion Week in Rome. YSL shades were paired to complement the designer’s hottest looks. Striking a pose in the latest Spring/Summer 2004 creations are models in models YSL 2113/s, YSL 2117/s and YSL 2113/s. —JM
Kata-Strophic Changes
The new Kata Eyewear ad campaign from Legacie is, quite simply, groundbreaking in terms of delivering a daring yet enticing eyewear message. Through diffused light a couple interacts in an atmosphere that delivers the hallmark Kata themes of elegance and understated design. The elemental appeal of nature and architecture induce a soft interior landscape achieved by the photographer’s use of reflected surfaces. These are not just closeups of models faces in specific eyewear styles. The message of eyewear as part of a person’s lifestyle is indirect but strong. This could easily be the first step in a new trend in eyewear collection marketing. —JJS

lens marketing

Signet Sweeps for Big Bucks — Signet Armorlite will climax its year-long Million Dollar Sweepstakes promotion with a celebration at the American Optometric Association’s annual congress in Orlando, Fla. This event on June 26 will have the Kodak NASCAR racing car on display and the World Class Rockers—a band comprised of former members of the Eagles, Journey, Steppenwolf, Toto and Lynyrd Skynyrd—will rock the night away.

Since June 2003, Signet Armorlite has been making cash awards to retailers dispensing Kodak progressives, including Kodak Precise and Kodak Concise. At the meeting grand prizes will be awarded from all entries received during the last year. Awards include five $100,000 prizes and four $30,000 prizes for a total of $620,000. Added to prizes already awarded the grand total amounts to $1,005,000.

The winners are using the money for office remodeling, lab equipment, rewarding staff and upgrading computer systems.

Look Out for Outlook — Vision-Ease Lens is extending its Outlook Rewards through to the end of June. This program provides merchandise and cash incentives to registered eyecare professionals for selling their Outlook progressive lens. Dispensing opticians will receive an Outlook cash and points token from participating wholesale labs with each pair of Outlook progressive lenses ordered. Each Outlook cash and points token is worth five points, plus a scratch and win cash prize of up to $100. Accumulated points can then be redeemed for a wide variety of prizes. There is also a partner kit, which includes a free camera, dispensing mat and trial coupon.

New Distribution Setup — Korean lens maker Samsung Eyetech has created a U.S. subsidiary headed by ophthalmic industry veteran Roshan Seresinhe. Samsung’s competitively priced line consists of semi-finished and plano polarized hard resin lenses in gray and brown; 1.56-index clear lenses in spherical, aspheric, blended, flat-top 28 and progressive designs; 1.61-Index clear lenses in spherical and aspheric designs and 1.67-index clear lenses in an aspheric design. “Initially, we’ll be targeting wholesale laboratories. Then we’ll expand to retail chains and OEM,” says Seresinhe.

Making a Spectacle — Rodenstock has added Multigressiv 2 progressive lenses to its spectacle lens program. These free-form lenses are designed to match unique characteristics of each wearer. They may be paired with traditional Rodenstock spectacle frames, as well as with the company’s new, lightweight Ti-Lite frames.

Indo Educates — Indo Lens has a new ABO seminar “Superfin: Understanding Plastic Lens Materials.” The seminar explains the material differences in the hard resin ophthalmic lens segment. It features Superfin, Indo’s proprietary and exclusive hard resin lens alternative. For more information, call (888) 440-INDO (4636) or send an email to orderdesk@indolens.com.

Spring Into Victory — Carl Zeiss Optical has a new dispensing promotion called “Spring into Victory” with Zeiss Gradal Individual. The Zeiss Expert dispensing the most of this product will win a pair of Zeiss Victory 10 by 40 binoculars valued at $1,200. Participants are asked to mail copies of their invoices by May 29.

Getting Interactive — SOLA Optical has developed an interactive wearer’s guide for patients who purchase the lens manufacturer’s new SOLAOne progressive lenses. The wearer’s guide—which is a mini-CD-ROM—demonstrates various eyewear solutions to presbyopia and illustrates the use of SOLAOne progressives in a range of key visual tasks. It uses live action and computer graphics to show the use of the lens from the wearer’s perspective.
“Dispensers do an excellent job of training patients to use their progressives, but the SOLAOne CD-ROM is a valuable supplement,” says SOLA brand director Bernadette Hiskey. “It is available to patients after they leave the office, as they’re experiencing their daily visual tasks in their new lenses. Plus, it can graphically demonstrate how the lenses work, which isn’t really feasible in other media.”

The CD-ROM also gives wearers the opportunity to comment on their SOLAOne wearing experience and receive the chance to win
a $500 prize. The CD-ROM is part of a premium SOLAOne package that includes a cleaning cloth and use and care tips.