Rudy Project introduces the next wave in sport eyewear, Genetyk, designed for golfers, cyclists, triathletes, runners, fishermen, shooters, XC skiers and athletes, who want to stay on trend and have the maximum field-of-vision with unparalleled protection. The new sport glass features hallmark Rudy Project elements such as 360-degree fully adjustable temples and a fully adjustable ErgoIV nose piece for a customized fog-free fit. Frame colors range from sporty yellow to classic black matte. Lens options include Rudy’s Unbreakable ImpactX Photochromic lens as well as high-resolution RP Optics lenses in such colors as racing red, laser black, clear, ImpactX PhotoClear, ImpactX PhotoRed, Polar 3FX laser gray, multi-laser blue and Golf 100. The Genetyk is fully Rx-able with an intuitive optical insert that can house a single-vision or progressive lens.

PHILOSOPHY: “The Genetyk is a high-tech eye-shield design, one often sought by athletes from all disciplines for unparalleled coverage from wind, debris and UV rays, while remaining incredibly light and super comfortable,” says Paul Craig, Rudy Project president and co-founder. “Through its utilitarian design, fully customizable fit and racer-inspired appearance, the Genetyk will be Rudy Project’s next blockbuster for sport- minded shops and athletes around the world.”

MARKETING: Athletes currently wearing Genetyk include XTERRA racer Cody Waite; professional Italian cyclist Franco Pellizotti, this year’s “King of the Mountains” Polka-Dot Jersey winner; and participants in the 2010 Winter Olympics.

PRICE POINT: $$$$ to $$$$$. For additional information, contact Rudy Project, (888) 860-7597; web site:

TIP: Based on a super-light, full-wrap, techno-geometric shield foundation that implements Rudy Project’s Quick Change lens replacement technology, there’s no twisting, sliding or shaking required to switch out the lenses.