Smith - July 2015 Brand Editorial Coverage

Press Contact: Kate Gaeir kate@akimbopr.com | 206.334.0863

July 2015 brand editorial:

Total seen monthly circulation: + 31,072,942 Total seen circulation year to date: + 245,297,786

Select seen brand coverage/circulation

Top pitches of the month*

1. Active.com - Overtake - 6,171,800 2. Active.com - PivLock Arena - 6,171,800 3. Men’s Journal Online - Dockside - 4,560,549 4. Men’s Journal - Howler Bros Dockside - 762,053 5. Pinkbike - Clark - 1,654,314 6. Bassmaster.com - Captain’s Choice - 1,388,283 7. Outside Magazine - Frontman - 691,305 8. Outside Magazine - Clark - 691, 305 9. Freeskier.com - Tioga - 826,768 10. All About Vision - Elise - 2,309,489 11. Organic Spa Magazine.com - Lowdown XL - 97,976 12. Eyecare Professional - ChromaPop - 31,137 13. Women’s Running - Lowdown - 104,301 14. Sport Fishing Magazine - Guide’s Choice - 106,718 15. Q by Equinox - Overtake - 115,119 16. AMB Online - Overtake - 32,000 17. Angling Trade - Guide’s Choice - 20,000 18. Triathlete Magazine - Colette, Dockside - 63,014 19. Virtuoso Life - Sidney - 200,000 20. Textile Insight - Woolrich Collab - 14,335 21. Outside Bozeman - Forefront, Overdrive - 20,000

1. Peloton - Overtake 2. Outside - Koroyd technology 3. SELF - Assorted Goggles 4. Nylon Magazine - Asana, Arena 5. Snowboarder - I/O 7 Goggle 6. Women’s Health - Forefront, Asana, Assorted Sunglasses 7. Good Housekeeping - I/OS Woolrich Collab 8. Men’s Health - Pivot Helmet 9. American Angler - Guide’s Choice 10. Outside - Woolrich collab 11. PopSugar - Clark 12. Gear Junkie - Forefront with MIPS 13. Eyecare Professional Magazine - Clark 14. Vision Care Product News - Archive Collection 15. Fiberglass Manifesto - Guide’s Choice 16. Peloton - PivLock Arena 17. Cult of Mac - Overtake, PivLock Arena 18. Shape - I/OS Woolrich Collab 19. Popular Mechanics - Owner Operator Collab 20. People Style Watch - I/OS Woolrich Collab 21. MadeMan.com - I/O Goggle in Fish On! Print

ABOUT SMITH: Originating from Sun Valley, Idaho, SMITH was founded in 1965 with the invention of the first snow goggle featuring a sealed thermal lens and breathable vent foam. With 50 years of innovation and design experience, SMITH is widely known today as an industry leader that pioneers advanced eyewear and helmets that incorporate dynamic technologies, optimized performance and clean styling to fuel fun beyond walls. SMITH seeks to power thrilling experiences in snow, surf, bike, fish and peak performance outdoor adventures with a comprehensive collection that exudes modern style and vibrant personality. To SMITH, the experience is everything. Smith is part of Safilo Group. *Please note that a pitch does not guarantee that the above mentioned product will appear in print.

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MEN’S FASHION EYEWEAR / page 14

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MOTIVATIONAL MANAGEMENT TIPS / page 32 July 2015 • Volume 9, Issue 83 • www.ECPmag.com

Earn FREE DIAGNOSTIC EQUIPMENT when you order Eagle™ digital lenses with Camber™ Technology and Independence® AR Coating.

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THROUGH THE LENS

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John Seegers, M.Ed., LDO – OpticianWorks.com

Polarized Lens Offering

Smith Optics The Clayton is a distinctive piece that defies convention offering the ChromaPop™ polarized lens option.

I had to scold “Sam” our new hire the other day. I doubt it made much of an impact on her, but here is the reason why I did it. I was walking past the front desk when I heard this exchange.

Sam: “Do you want the polarized lenses?”

Patient: “Are those the ones that offer more protection from the sun and stuff?”

Sam: “Yes.” Sam’s answer, in my opinion should have been something more like this, “No, polarized lenses do not offer any additional protection against harmful sunlight. That is provided through the lens material and coatings. However, they do offer excellent protection against glare, which allows your eyes to relax in extreme sunlight.”

I was a competitive runner for almost twenty years. One of the first things you learn when you start running longer distances is to never carry anything in your hands. If you do, it requires you to contract your hand muscles. This leads to fatigue and a general tightness, which transfers up your arm and into your chest. This, in turn, effects your breathing which is not a good thing when running. In much the same way, that little extra squint you have when wearing a non-polarized lens will lead to fatigue and tightness in your face and neck. Not something you want when driving or relaxing on the beach.

Once upon a time… When I was young…Way back when… all polarized lenses were pretty much the same. That is not the case today and if you want to sell polarized lenses you will need to know why one lens is different from another. Choosing the word different here is so important. The lenses covered below are all different from each other. They are not better than the other.

Polarized lens are now matched to material, coatings and color to work best under very specific conditions. This leads us to our old friend “lifestyle questions” which is the only way to learn which lens is best for each patient.

You will need to build a lens package that is right for the customer, based on the following considerations.

• F rame style and material, paying close attention to the desired coverage • L ens material, CR39, Trivex, polycarbonate and, in the case of polarized lenses, glass • L ens color, since you know that lens hue is very specific to the activity of the wearer • B ackside non-glare coatings, type, number of layers offered, added UV protection and warranty • Appropriate use of mirror coats, type and color • Polarizing filter properties As is often the case here on the pages of ECP, I’m going to stick my neck out. Unless you carry multiple lines from multiple vendors in the high-tech polarized market, you may need to turn away a sale. Yes, if your patient lives to fish and you don’t carry Costa, well, maybe you need to find out who in town does and send them there. Just be sure that the shop knows that you sent them! Hopefully they will reciprocate when the tri-athlete comes in their store looking for Rudy Project, which you do carry. Get the idea?

COSTA One cannot think Costa without thinking polarized. Every Costa sunglass features a polarized lens with options for CR-39, poly, Trivex or glass. Lens features include backside AR and mirror coatings. Here is what Costa says about their leading lens technology the 580 series.

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Costa’s 580™ Lens Technology Costa’s 580 lens technology selectively filters out harsh yellow and harmful high-energy ultraviolet blue light. ྴ​ྴ F iltering yellow light enhances reds, blues and greens, and produces better contrast and definition while reducing glare and eye fatigue. ྴ​ྴ Absorbing high-energy blue light cuts haze, makes greater visual clarity and sharpness.

• T he 100 percent polarization and UV protection are embedded directly into the lens.

RUDY PROJECT Rudy Project still leads the pack on polarized technology with their Impact Xseries.

Impact X technology provides a polarized lens that does not create the blocking or distortion often found when viewing electronic devices. That distortion may not seem like a big deal when you can pull your glasses to the top of your head and read your smart phone. It would be a big deal, however, if you need to read your GPS while cruising at 40 knots on rough seas and trying to catch a buoy marker!

offer the very best in optical clarity. Just like it sounds, chroma, which is Greek for color and pop as in pop-art. ChromaPop lenses are designed to make colors accurate, crisp and vivid.

Smith says ChromaPop lens technology: • I mproves speed of visual processing. See truer color, faster • N ew film-free polarization eliminates glues and haze, creates unmatched visual clarity • V acuum applied anti-reflective (A/R) coating on the backside of all ChromaPop lenses eliminates bothersome sidelight reflections

• T he lenses are available in either optically ground glass or super lightweight polycarbonate

• T apered lens technology (TLT) corrects light distortion for true optical clarity

• C osta offers its 580 lenses in customized Rx lenses. Rx lenses are made of either glass or plastic material. Lenses are customized in house by Costa’s optical team.

• F our to five to times the anti-scratch performance over “plastic-lenses”

Lens colors: • G ray lenses are great for activities on water or land in medium to bright sun conditions.

• C opper and Amber lenses are a great all around lens choices.

They’re also good for sight fishing.

• B lue Mirror lenses have encapsulated mirrors that deliver superior contrast and color in full sun while eliminating glare.

They’re best for activities on open water. These lenses start with a gray lens base.

• G reen Mirror lenses are great for fishing inshore, on the flats, rivers and streams. These lenses start with a copper lens base.

• S ilver Mirror lenses are great for freshwater sight fishing (fly fishing) and any outdoor activity with variable light. These lenses start with a copper lens base.

• S unrise lens allows the most light to enter the lens and is best suited for low light conditions (early morning or late afternoon).

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Agon Outdoor Frozen Ash with ImpactX-2 Clear to Laser Brown Lenses

Rudy’s Impact X is available in both polarized and polarized photochromics.

Rudy Project says, “Since the development of CR-39 and Polycarbonate over 40 years ago, there have been few advances and innovations in high impact-resistant optical polymer development. ImpactX™ is a family of patented polyurethane optical polymers, transparent and unbreakable, originally developed for the military to provide superior protection and performance.

ImpactX™ was born in the USA in the early 1990’s when the U.S. Government contracted Simula Technologies to develop a new bullet-proof, transparent, and light-weight material capable of providing superior protection, reliability and longer lasting performance than polycarbonate. This material is also used in the windows in post Sept. 11 cockpit doors being installed on airplanes and Apache helicopter windshields panels; it is today available for Rudy Project Eyewear under a unique and unparalleled lens program: ImpactX™.”

SMITH

• H ydrophobic coating repels moisture, grease and grime • P roprietary lenses crafted with science and art to blend color and clarity like no other • 1 0% lighter than polycarbonate, 15% lighter than CR-39 and 75% lighter than glass • P hotochromic technology permanently added to automatically adapt to ever-changing light conditions Can you see why “Sam” was remiss in her approach to selling polarized lenses? She had so many other features and benefits at her disposal. Why would she choose to mislead? Learn about the products you offer so you can guide your patients to the very best. ■

Costa’s Cortez in white with blue mirror 580G lens

Smith Optics offers their ChromaPop lens series, which is packed with technology to

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MAY - JUNE 2015

Eyes ON

Advertising: WHAT

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WORKS? Refractive Surgery to SMILE About Are you Ready for Disaster?

Wiping out LWE

In the News

[ mod. Clark ]

[ mod. Sidney ]

Smith Unveils New Spring Styles Adding to their eco-friendly sunglasses collection, Smith debuts two bold and beautiful new models for Spring within its popular Evolve™ series. While boasting strong styles, the new unisex Clark and the women’s specific Sidney offer the appearance of a robust frame within a lightweight, durable 53 per cent bio-based material comprised of non-genetically modified castor plants.

Crisp edges, distinctive thick surfacing and a classic keyway nose detail characterize the Clark. The Clark is available in two polarized lens options and four additional colourways with non-polarized lenses.

A distinctly unique interpretation of a timeless women’s shape, the Sidney combines a round lens profile with a vintage cat-eye shape and keyway nose detail for glamorous elegance. The thick faceting and defined edges disguise the subtle performance detailing just beneath. The Sidney is available in polarized and non-polarized lens options among four colour options.

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may - june 2015 | Envision: seeing beyond

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TOPPING IT OFF

SOCCER BATTLE

IN THE SHADE

GETTING PROTECTIVE

Headwear Trends

Brands Vie for Dollars

Sunglass Technology

12 Hot New Products

SPORTSINSIGHTMAG.COM

PERFORMANCE + URBAN + ATHLETIC = THE NEW OUTDOOR APPAREL EQUATION SEE PAGE 28

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A FORMULA4MEDIA PUBLICATION • JULY/AUGUST 2015

SMITH OUTLIER XL Featuring larger rectangular shaped lenses and distinct keyhole nose detailing.

ChromaPop polarized lenses increase visual and color clarity. MSRP $209.

UNDER ARMOUR UA RIVAL A premium, multi-sport shield featuring co-molded flex temples for a customized fit. ArmourSight lens tech enhances vision.

MSRP $139.99.

SUNDOG DEFAULT TRUEBLUE With an integrated smooth-fit nose pad and color-burst temple logos. the TrueBlue lens tech offers blue light filtration, visual clarity and reduced visual fatigue.

MSRP $69.99.

POPTICALS POPGUN Patented design feature enables these performance sunglasses to pack into a smaller case as the lenses slide next to each other when packed away. MSRP $169.

WILEY X WX LEGEND Part of the brand’s Street Series.

Designed for street-wise good looks and packed with performance. Rx-ready.

MSRP $120.

TIFOSI ESCALATE S.F.H. Features an interchangeable system that integrates full frame, half frame and/or shield eyewear into one complete kit.

MSRP $149.95.

sportsinsightmag.com

July/August 2015 ~ Sports Insight • 41

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Spring Trade Shows A Seasonal Review

Footwear Spotlight Material Innovations

TRENDS IN APPAREL & FOOTWEAR DESIGN AND INNOVATION

Sourcing Strategies News Here & Abroad

Women’s Specific Bold Activewear Styles

TEXTILEINSIGHT.COM

SMARTER BETTER FASTER New Tech and Trends Driving Modern Manufacturing

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MAY/JUNE 2015 • A FORMULA4 MEDIA PUBLICATION

STRATEGIES | PARTNERSHIPS Pairings in the Active and Outdoor Space are Getting More Fun by the Minute. By Suzanne Blecher

Cool Collaborations

Alpha Industries x Burton x UNDFTD flight suit.

or Target Collective, the retailer’s first “curated design-focused collection tailored to men,” the company says, the design team turned to some notable Made in the USA brands in the active and outdoor space. With a heritage spanning back to 1882, Duluth Pack handcrafted hunting gear and canoe packs for the masses at Target. Taylor Stitch, a much newer San Francisco-based brand, put a stylish twist on

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38 • Textile Insight ~ May/June 2015

activewear with fresh fabrics including cotton French terry and combed cotton jersey.

In another retail collaboration, American activewear brand Champion teamed with three separate people: designer Craig Green, designer Timo Weiland and brand Wood Wood for the same line of forward fashionable, athletic-inspired basics with flair for the Champion Select line with Urban Outfitters. Offerings include a hoodie with a chest

zipper pocket and an exaggerated drop tail on a box-fit crewneck sweatshirt.

At SmartWool, a new pairing with American illustrator Charley Harper “makes sense because he had an enjoyment and appreciation of the outdoors, which is also the ethos of our brand,” explained SmartWool digital marketing manager Jeff Snow. Harper, who died in 2007, was known for his wildlife prints, posters for the National

Parks Service and illustrations for the Golden Book of Biology. For Fall, the brand will release socks and sweaters with Harper’s prints at select retailers. Here are some other exciting upcoming collabs: Alpha Industries x Burton x UNDFTD While Alpha’s MA-1 flight jacket, N-3B parka and M-65 field coat were originally designed for use in jet fighters and across muddy battlefields, textileinsight.com

brand Undefeated “can help open the eyes of completely new market segments that never thought of themselves and wearing an ‘army jacket’,” Price added. Outerwear features include waterproof seam-sealed pockets for storage, zippered ventilation and 100 percent polyester printed taffeta lining.

Mark McNairy x Oliberte Made-in-Africa brand Oliberte hit the jackpot when the brand caught the interest of American designer Mark McNairy at Outdoor Retailer. The designer “approached us with interest in our work and a potential collaboration,” said Oliberte founder Tal Dehtiar, adding, “we’ve already seen a great deal of media and sales interest in it.”

The two share a similar rugged, yet stylish, aesthetic. McNairy is known for the tailoring and craftsmanship in his own line, as well as in past work for J. Press, Bass and Woolrich Woolen Mills. Oliberte prides itself on handcrafted leather shoes made in Ethiopia at the world’s first Fair Trade Certified footwear manufacturing factory.

the innovative fabrics and silhouettes transcend decades of fashion. “With the broad influence military fashion commands today across the fashion landscape, we were not surprised when Burton approached us” to create a collection of military-inspired outerwear, said Jesse Price, Alpha Industries’ VP of global marketing and brand strategy.

The pairing with both snowboard brand Burton and urban lifestyle textileinsight.com

Lynnie Zulu x Native Shoes Native, a brand that introduces classic silhouettes with a modern twist, is constantly looking for ways to expose the brand to new audiences whether via retail, fashion shows or through new materials or construction techniques. For the Fall collection, the brand reached out to UK artist Lynnie Zulu, known for her vibrant colors and manipulations of shapes.

“The combination of her modern personal style and East African influences led to pieces that were unique yet strangely familiar.

This is how we feel about shoes,” said Native VP of global brand, Shawna Olsten. Zulu, whose artist-mother grew up in Tanzania, lent an eye print to the Fitzsimmons model and a plant “pop” to the Verona shoe. With shoes, just like in relationships, “for a pairing to work, you need to share the same values,” commented Olsten.

Smith x Woolrich Sometimes collabs are just casual, as in the case of Smith and Woolrich. The pairing came to be after a few conversations between friends at shows. “The idea sparked that we could bring together two outdoor-heritage companies with a longstanding commitment to American manufacturing,” said Chatham Baker, creative director at Smith Optics. For a snow helmet, Baker picked two wool patterns from Woolrich’s archives and utilized the Pennsylvania-milled wool in the construction of ear pads.

Goggle strap graphics were also inspired by Woolrich patterns. For sunglasses, Smith’s design team chose two frames from their own archives and created Woolrichspecific color ways. “The collab makes sense because we’re bringing together two original outdoor companies,” said Baker.

Dakine x Stereo Skateboards Collaborations that combine the creative powers of two brands can be powerful in “drawing in a bigger, more diverse consumer that may not be organic to one or the other brand,” said Scott Koerner, skate marketing manager at Dakine.

“These collabs, when endorsed by key figures or athletes, can speak to the core consumer and the lifestyle driven consumer as well, without alienating either,” the exec further explained. In this case, Stereo, which was founded by famed skaters Chris Pastras and Jason Lee, lent technical expertise to the Dakine action sport lifestyle brand for duffels and packs. Core collaborations, including Dakine x Stereo, “are drivers for the overall lifestyle business and they can help sell the entire line of products for Dakine,” Koerner said. O

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6 Collabs: New partnerships result in a roster of great products. 1. Target Collective Taylor Stitch stripe shirt.

2. Smith x Woolrich Maze helmet.

3. Dakine Stereo Trek Pack. 4. Smith x Woolrich goggles. 5. Target Collective Duluth Pack. 6. Oliberte Mojoo footwear.

May/June 2015 ~ Textile Insight • 39

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the buzz on the fly-fishing biz

速

INSIDE

THE 2015 SHOW ISSUE

Sage and RIO to Sell Direct/New Products for 2016/ Confronting the Elephants in the Room/Fair Flies/ Thinking Outside the Box/The State of the Trout...

And More.

June 2015 AnglingTrade.com

C URR E NTS

small streams. Available in weightforward 3 to 6 options, with a single front loop. scientificanglers.com Pants Fit for a Legend Chotas new Clouser Signature South Fork waders (MRSP: $279.95) include DUCS Suspenders for adjustability from chest- to waist-high and removal without losing your vest, chest pack, or rain jacket.

Repositioned seams run up the back of the legs, reducing seam wear. Threeply breathable uppers with five-ply reinforced seat and knees fight abrasion where it counts. And a

redesigned front packet with waterresistant zipper and an additional inside flip-out pocket adds more storage. chotaoutdoorgear.com

pressure. The new Quest Trail Water

Wares from Where You’re From

America. Available via Orvis. More at

Filter makes safe drinking water in about 15 seconds and is suitable for most outdoor sources in North thegrayl.com.

Guide’s Choice Shades

Smith’s new Guide’s Choice sunglasses (MRSP $209-$249) RepYourWater is a Colorado-based company born of conservation inclinations. Its unique clothing and headwear collections incorporate fish designs with regional flare, while the company gives 10 percent of website sales, and at least 1 percent for items sold through retailers, to conservation partners such as Trout Unlimited and the Bonefish and Tarpon Trust. New RepYourWater performance longsleeved shirts use a soft, tri-blend, quick-dry fabric and are made in the USA. repyourwater.com Taste the River

are constructed from bio-based, lightweight-durable Evolve frame materials and include premium optic options such as Techlite glass and proprietary ChromaPop polarized lenses. Additional features include large facial coverage and wide temples to reduce glare, stainless steel spring hinges, hydrophilic megol nose and temple pads for a locked-in fit, and a detachable sunglass leash. RX compatible. smithoptics.com Hyper Realism

Grayl’s award-winning technology filters nasty toxins from suspect water without any pumping, waiting (gravity filters), sucking, or squeezing.

Simply fill the outer cup and then press the

In 2010, Swedish angler and

stainless steel inner

entrepreneur Claes Johansson

cup into the outer with steady downward

continued on next page...

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ISSUE 1529 JULY 20, 2015

M OV E R S & SHAKERS Callaway Golf reached a staff pro agreement with former college golf phenom, Julien Brun.

The European Outdoor Group (EOG) elected John Jansen of Keen Europe as its new President and Jean-Marc Pambet of Salomon as its VP. GU Energy Labs expanded its product, marketing and creative teams with new hires including Leif Arneson as Creative Director, Brian Gillis as Marketing Communications Manager, and Caitlin Trahan as Product Development Scientist.

National Football League (NFL) Commissioner Roger Goodell has joined the speaker lineup for the 2015 SFIA Industry Leaders Summit to be held September 9-10 at The Roosevelt Hotel in New Orleans.

New Balance signed Wimbledon Juniors Champion Reilly Opelka.

POC, manufacturer of helmets, apparel and accessories for cycling and skiing, named Adam Bookwalter, formerly at Selle Royal USA, as North American Bike Sales Manager.

The SnowSports Industries America (SIA) selected Nick Sargent as SIA’s incoming President. Sargent most recently held the position of VP of Global Business Alliance at Burton Snowboards.

Skullcandy Inc. hired Jeff Hutchings as VP of Engineering and Category. He formerly led product innovation and engineering at Harman Inc. Simms Fishing Products, manufacturer of waders, outerwear, footwear and technical fishing apparel, appointed Lee Fromson, formerly at Goal Zero, as EVP. Smith, which makes sunglasses, goggles and helmets for snow sports and other outdoor activities, has appointed Cale Meyer as Promotions Manager.

4 SGBWeekly.com | JULY 20, 2015

Scott Jurek

SCOTT JUREK SETS NEW APPALACHIAN TRAIL WORLD RECORD Scott Jurek, best known for his ultra distance running records, last week beat the previous record for supported thru-hike of the Appalachian Trail.

The usurping came on Saturday, July 12 at 2:03 p.m. EST, as Jurek traversed the 2,185-mile Trail in 46 days, 8 hours and 7 minutes – that being 3 hours and 13 minutes faster than the standing record, held by famed speed hiker Jennifer Pharr Davis of North Carolina.

Jurek’s thru-hike began at Springer Mountain, GA, on May 27, through thousands of miles of rugged terrain, to end at Maine’s Mt. Katahdin. Throngs of supporters followed his updates on social media platforms along with a live GPS map tracking website charting his progress.

“We couldn’t be happier for Scott and his accomplishment,” said Buzz Burrell, Ultimate Direction brand manager. “100-milers are really hard, multi-days are even harder. Long trail thru-runs are, well, there’s a reason why very few people attempt something like this. Just thru-hiking the Appalachian Trail is an accomplishment. Doing it while averaging close to 50-miles each day for over 40 days is incredible.” Jurek is sponsored by Ultimate Directions (UD), a go-to name for running specialty hydration products and gear. Scott used a variety of UD gear during this attempt, including a prototype UD hydration vest (available at retail in 2016) and the customized Jurek Endure waisthydration belt.

Jurek experienced the rainiest June in Vermont in 130 years, along with a knee injury, strained quad muscle while crossing the Smoky Mountains and a stomach bug in Northern New England.

Some of Jurek’s running friends and supporters kept him company along different sections of the Trail. Among the supporters were trail runners Karl Meltzer and Rickey Gates. Jurek’s wife and herself a sponsored runner, Jenny Jurek, was his biggest supporter and helped keep him fueled and supplied.

“Without [Jenny] this journey would be impossible,” said Jurek. “She is my lifeline and makes sure this ship keeps heading north. Jenny inspires me to keep putting one foot in front of the other when it seems impossible.”

Jurek adds the accomplishment to his history of ultra-running feats, including wins at the 153-mile Spartathlon, Hardrock 100, Badwater 135-mile Ultramarathon, Miwok 100K and Western States 100 Mile Endurance Run. A release from UD noted Jurek considers this run to be his “masterpiece,” adding that in its wake, Jurek has talked of retiring from competitive running.

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