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.