High Visibility features companies, products and collections that are raising brand awareness through strategic partnerships, sponsorships, consumer advertising campaigns and tie-ins to prominent events. To be considered for inclusion please contact senior editor, Deirdre Carroll.
Losers never win and winners wear great eyewear. You do the math. In this edition of Hi Vis we highlight four eyewear companies who know how to pick the winners or would that be vice versa…
After 23 hours and 9 seconds of intense competition, battling adverse weather conditions and adversaries of undoubted caliber, Esimit Europa 2 was the first to cross the winning line in the Giraglia Rolex Cup keelboat regatta. One of the most important and prestigious Mediterranean regattas, the Rolex Cup involved 248 boats, with 17 nations represented over 245 miles this year. On board, Esimit Europa 2 had a prestigious partner: Rudy Project. For the entire duration of the race the crew wore the brand’s Zyon Sailing model sunglasses with side shields and photochromic and polarized ImpactX lenses…
We are only half way through the year and Mykita has already won four design awards. The brand has won the prestigious red dot, iF, GOOD DESIGN and IDEA awards for new frame designs and their innovative hinge concepts. The red dot, a German design award, was given for the Oda from Mykita’s Lite collection. The two international iF design awards were given for Mykita’s new Collection No.2 hinge concept and the brand’s Dries model. The Good Design award out of Chicago was awarded for model Grace, on behalf of Mykita’s Collection No.1, and IDEA (short for International Design Excellence Awards) gave the Mykita Brooke model the Silver award
for 2010…
Nascar car driver Kurt Busch was on a winning streak and he has brought his TAG Heuer Eyewear Racer series Squadra sunglasses from Premiere Vision along for the ride to Victory Lane. Kurt Busch won Coca-Cola 600 at Charlotte Motor Speedway on May 30th, just one week after winning the All-Star race at the same venue. Now ranked fourth in the official Sprint Cup standings, Busch is halfway through the 26-race run leading to the final 10 Chase for the Sprint Cup events…
Oakley’s have been on the faces of many a Tour de France contender. This year they strive to be on even more fan faces with updates to their custom program in honor of the 2010 race. With the Oakley Custom Program, tour fans can create Oakley sunglasses that match those worn by all their favorite tour competitors. Lance Armstrong will be riding to capture a historic 8th win in his LIVESTRONG renditions of the Oakley Radar and Jawbone sunglasses. The 2008 Tour de France champion, Carlos Sastre, chose a special edition to match his team colors with Polished White for the frame, Polished Black for the icons, and Black for the stem sleeves, while Mark Cavendish, one of the fastest men on two wheels, has chosen the BMX Chrome Jawbone customized with Team Bright
Green jaws.
