Brand Book
Once upon a hell of a time. TRUE TO THE VISION SINCE 1965 In 1965 Dr. Smith built the world’s first thermal sealed goggle so he could get outdoors and have a blast on days everyone else had to stay inside. 50 years later and our purpose hasn’t changed.
BOB SMITH 1933-2012 Smith Brand Book 3
OUR PERSPECTIVE. The most distilled idea of what we’re for.
The experience is everything. While others speak of safety, wanderlust or product as art, our 50 years of experience has helped us perfect what really matters – amplifying the thrill of human experience. Everything we do, every pillar in our character, and every product we develop delivers on this simple idea.
IT PAYS IT PAYS TO TO PLAY PLAY Piendis Piendis et evel et evel int qui int sus qui ullenim sus ullenim aciasacias audandae audandae quiaspel quiaspel mi, sinvel mi, sinvel et pre et pre raturratur aut rehenis aut rehenis am fugitat am fugitat invenitis invenitis ut ut eventus eventus quatiquati as magnat as magnat omnissin omnissin praes praes doluptat doluptat aut dunt aut dunt eos eos estrum estrum ut ut landus landus debistiur debistiur magnienitate magnienitate simolum simolum esseesse derumquam, derumquam, to vel toearumendel vel earumendel iumet iumet et assi et assi bla sanderi bla sanderi orente orente ist etist et molorias molorias qui conem qui conem rerehen rerehen delitatatur delitatatur aliti sum aliti sum volupic volupic itemque itemque simporerias simporerias mosmos si bersped si bersped ut remporenia ut remporenia dentdent hil hil illestrum illestrum inusaerunt inusaerunt lacculpa lacculpa qui am qui am
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OUR PURPOSE. Why we exist.
We pioneer advanced products to fuel fun beyond walls. Smith Brand Book 7
OUR BELIEFS. Truths shaping our point of view.
Life is better beyond walls. Innovation amplifies awesome. Our products are an extension of the goers and doers having fun and living life outside to the fullest. We innovate to make sure the product doesn’t just function, but actually makes the experience better.
Performance Every detail is proven makes a where we difference. have fun. More than observe, we participate, getting outside to push limits and experience the thrill first hand. Insights are gathered and put to the test against the toughest competition and in the harshest elements.
The best product is optimized— having everything needed and nothing more. Every detail is dialed. Style and engineering are calibrated through a balance of technology, material and fit.
If it’s worth building, it’s worth lasting. We build products to withstand both time and nature. We’re committed to delivering top quality craftsmanship and construction. We’re genuine in our efforts to protect the outdoors we love.
We deliver style with character. You don’t have to compromise style for performance. Every product is a curation, a meaningful blend of modern taste and proven performance. Combined, the two deliver a sublime fusion of style and function.
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One key innovation catapulted us into the future. Bob Smith’s ventilated double-lens allowed for continued usage and enjoyment of the outdoors in any condition without fogging up.
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The name remains the same. NEW HORIZONS. Our new clean, modern and refined letterforms speak to modern design and performance—fundamental tenets of our brand since day one. Graphic reduction used to segment the “S” represents ventilation, movement and airflow, like the original double-lens. 50 years of heritage informs the next 50 years of innovation. Based in our core DNA, with a nod to our past, we will continue to innovate and help people enjoy life beyond walls with a new refined look. We are proud to introduce the new identity of Smith.
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ONE BRAND.
People who love the outdoors and want performance edge delivered with character and refinement.
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The worst days are the best days. From Bob Smith selling goggles out of his truck in ski area parking lots, to the introduction of the I/O, and then the game changing idea of Ultimate Integration, we have a history of innovation for the sake of making the experience more fun. It’s more fun when your goggles don’t fog, when it’s easy to change lenses with the changing weather, and when your helmet and goggles work seamlessly together as a system of ventilation and protection. Making the experience better sets us apart. Did you know: Smith goggles are hand built in our factory in Clearfield, Utah, USA.
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Strong, beautiful and unstoppable. We are passionate about getting outside and tackling the steepest of challenges with grace and power. This passion connects the dots between each part of our life, whether it’s paddling out into the line-up, keeping your feet pedaling up the last pitch of a climb when your lungs say no more, or high fives with the crew after an all-time powder day. Smith women are explorers of the modern world, who rightfully demand product that blends peak performance with clean style. Did you know: Smith ambassador Melissa Arnot has summited Everest five times, more than any other western woman.
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Protection reinvented. In a world where time is measured in miliseconds and grams, we know cuttingedge performance needs dialed-in product. Dialed-in product doesn’t have to be devoid of character. We’ve created proprietary innovations like Aerocore™ helmet construction and PivLock™ interchangeable eyewear as solutions. Our introduction of the Overtake helmet utilizes Aerocore™ to establish new limits of aerodynamics, protection, ventilation, weight, and fit. The feather-light PivLock™ eyewear is designed to be able to change lenses with changing light conditions without sacrificing field of view and still integrate perfectly with our helmets. At the heart of cycling is the thrill of speed and sick enjoyment of suffering to go further; you deserve product that helps you go faster with greater safety. Did you know: The Slider 01 was the first patent protected interchangeable dual-lens sunglass. 20 years ago goes by fast.
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See the world differently. We love the quick silver flicker of light reflecting off a passing bonefish, the quiet patience it takes to stalk tarpon, the sound of line as it starts to run, and the feeling of celebrating the day’s catch over a cold beer as we head back to harbor. Our fishing sunglasses are specifically designed with all of this in mind. Smith frames use innovative out-of-sight hinges and megol pads for precision fit and are optimized to virtually eliminate distracting glare both in front of and behind the lens. The unmatched clarity and enhanced color of ChromaPop™ is perfect for spotting fish.
Did you know: Smith has been crafting fishing specific sunglasses with Italian made Barberini polarized glass lenses since 1993.
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Overhead and glassy. We design product tuned for taking on the adventure. It’s part of who we all are, getting out there and seeing what the trip will bring. In the early 90’s Smith became one of the first companies to design and build a collection of sunglasses specifically for surf culture. Long before there were a 1000 sunglass companies claiming authenticity, we were there. While the other companies scramble to make the latest hype, we focus on keeping things clean. We create frame styles that will look as good 20 years from now by incorporating details that make the glasses work better in the sun and salt water: megol details for precision fit, and world class lenses for the greatest polarized clarity and color available. Did you know: Yadin Nicol and former world champ CJ Hobgood have been part of the Smith family for 16 years.
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Guided by gravity. Today’s riders are pedaling farther down single track, faster over impossible technical lines, and pushing themselves and equipment to all new breaking points. Taking what we know from being a global leader in freeride snow helmets, the introduction of the Forefront helmet marked an innovative breakthrough in combining extended coverage, protection, ventilation, and integration with eyewear. Dirt splattered and smiling, you know a ride is better when you don’t have to worry about your gear. Our mountain helmets have been in Nepal’s Himalayas, the nether-reaches of the Peruvian Andes and on the thousands of miles of single track right out Smith’s headquarters’ backdoor in the Sawtooth Mountains of Idaho. Did you know: Our first helmet specifically designed for mountain biking (the Forefront) won awards from Red Dot, IDSA, and Outside Magazine. Steve Peat won Smith’s first world championship jersey and has been a team ambassador for 18 years. Smith Brand Book 27
Fish on.
Sometimes just getting to the river is a slog, but there’s that secret spot with the deep pool that you know is hiding a lunker. It’s worth the early morning wake up and the hike-in before climbing over fences and around deadfall before you can drop the fly right where you want it. We’ve been making sunglasses for life on the river for over 35 years. We know that different waters need different colored lens tints. We know anglers need higher performance than just polarization. We know all good fishing stories should start, “Once upon a hell of a time.” Did you know: Our general manager of fishing, Peter Crow, is a world-renowned guide who’s caught fish on 5 continents.
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Beyond walls. We have a contagious love of the outdoors. We live, breathe, and invest in people and practices that respect it. We share it through the lens of vibrant people that inspire us and make us smile. More than observe, we get outside to push limits and experience the thrill first hand. The adventure is out there for all of us to enjoy.
Did you know: Smith actively supports a wide variety of non-profit organizations from local snowboard teams to IMBA, the wounded soldier recovery program Higher Ground to High Fives to the Sarah Burke Foundation, and beyond.
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BELIEFS BELIEFS Charlotte Charlotte line line up with up with slugslug
OUR DISTINCTION
We are not like the others
We blend clean style into products tuned for thrilling experiences.
IT PAYS IT PAYS TO TO PLAY PLAY
We power thrilling experiences through peak performance that’s brought down-to-earth and made better with clean style and vibrant personality. Did you know: Smith has been on Outside Magazine’s Best Places to Work list for 7 years running.
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WHO WE’RE FOR. We create innovations for modern explorers and thrill seekers who love the outdoors.
photo courtesy of Irwin Guides
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50 years. Smith is born In 1965 Dr. Bob Smith, orthodontist and original ski bum, develops the first sealed thermal lens and breathable vent foam. He hand builds goggles in his garage and sells them out of his van on weekend ski trips in Utah and Colorado.
In 1984 Smith patents the Roll OffÂŽ film advance system for moto goggles giving riders mud and dust-free vision on demand.
Inception - Circa 1971
1979 1980-1985
In 1971 goggle production is moved to Ketchum, Idaho.
1989
1965 1969
1971
1984 1970’s - 1985
Turbo Fan With a refined design and manufacturing plan, Smith takes his innovation and starts producing his Smith Original ski goggle in 1969 in Rifle, CO with a contract manufacturer.
In 1979 Smith introduces the Turbo Fan constant air management system. This micro fan positioned on the brow of the goggle results in the first goggle with an active ventilation system.
In 1989 Smith is incorporated as Smith Sport Optics, Inc. dba Smith Optics
1985 - 1991
In 1979 Smith also introduces the Sunhawk, marking Smith Optics’ entry into the sunglass market.
Evolve Evolve Innovation Innovation is sometimes is sometimes unseen. unseen. No No betterbetter example example than the than creation the creation of of Smith’s Smith’s EvolveEvolve program. program. Launched Launched in in 2009 2009 as theas world’s the world’s largestlargest eco-friendly eco-friendly sunglass sunglass collection, collection, the “protect the “protect what what we love” we ethos love” ethos of using of using bio-based bio-based or recycled or recycled materials materials in all product in all product categories categories was awas major a major milestone. milestone.
In 1995 In Smith 1995 Smith introduces introduces the Slider the Slider 01. Slider 01. Slider sunglass sunglass technology technology revolutionizes revolutionizes the the sport sport sunglass sunglass market. market.
20002000
ChromaPop™ ChromaPop™ In 2013 InSmith 2013 Smith launches launches ChromaPop™ ChromaPop™ lenseslenses that enable that enable you toyou seetothe see the outside outside worldworld with an with unparalleled an unparalleled level of level vibrancy. of vibrancy. ChromaPop™ ChromaPop™ optimizes optimizes color color and increases and increases clarity.clarity.
SnowSnow Helmets Helmets In 1995 In Smith 1995 Smith introduces introduces the V3the V3 goggle, goggle, attaining attaining never-beforenever-beforeseen field seenof field view. of Partnering view. Partnering with with world-renowned world-renowned design design lab IDEO, lab IDEO, SmithSmith introduces introduces the world the world of of industrial industrial design design to goggles. to goggles.
In 2006 In 2006 SmithSmith entersenters the snow the snow helmet helmet market. market. Building Building on experience on experience in fog in fog free goggle free goggle technology, technology, SmithSmith takes takes goggle-helmet goggle-helmet integration integration to a new to a new level introducing level introducing AirEvac AirEvac and AirEvac2. and AirEvac2. TheseThese two active two active ventilation ventilation systems systems use channels use channels and vents and vents integrated integrated in the in the helmet helmet designdesign to enhance to enhance activeactive and and passive passive ventilation ventilation of theof goggle. the goggle.
20062006 20072007 20142014
20092009 19981998 19951995
1991 - 1996 1991 - 1996
In 2000 In 2000 SmithSmith movesmoves headquarters headquarters from Lewis from Lewis St. St. in Ketchum, in Ketchum, Idaho Idaho and builds and builds its new itsworld new world headquarters headquarters a few a blocks few blocks away at away 280at 280 Northwood Northwood Way. Way.
In 2007, In 2007, after years after years of development, of development, SmithSmith introduces introduces to theto market the market the I/O the goggle, I/O goggle, the industry’s the industry’s first snow first snow goggle goggle with with intuitively intuitively interchangeable interchangeable lenses. lenses.
SmithSmith MFG MFG In 1998 In Smith 1998 Smith introduced introduced the Warp the Warp goggle. goggle. Through Through the invention the invention of what of is what nowis now commonly commonly referred referred to as to as “outriggers”, “outriggers”, the Warp the Warp seals seals the modern the modern rider’srider’s face for face thefor the first time. first time.
In 2006 In 2006 SmithSmith buildsbuilds its own itsfactory own factory in in Clearfield, Clearfield, Utah. Utah. SmithSmith MFG is MFG born. is born.
2015 2015
The Forefront The Forefront We said Wewe’ said d never we’d never get into get into the bike thehelmet bike helmet market market unlessunless we could we could movemove the needle. the needle. Aerocore Aerocore changed changed the game. the game.
1996 - 2014 1996 - 2014
The Warp The Warp
20132013
In 2015 In Smith 2015 Smith celebrates celebrates 50 years 50 years of innovation of innovation and and authenticity authenticity while while looking looking toward towar the next the50 next years 50 years of progress of progress and thrilling and thrilling experiences. experiences.
2005 - 2014 2005 - 2014
The Overtake The Overtake Unique Unique solutions solutions for athletes for athletes drive our drive product our product and and innovation. innovation. In a sea In aofsea specialization, of specialization, the Overtake the Overtake was w the first thehelmet first helmet to provide to provide world-class world-class performance performance in protection, protection, ventilation, ventilation, weight weight and aerodynamics. and aerodynamics.
280 Northwood Way PO BOX 2999 Ketchum, Idaho 83340 800.635.4401 Š2014 Smith Sport Optics, Inc.
smithoptics.com
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