Smith - May 2015 Brand Editorial Coverage by Smith

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

May 2015 brand editorial:

Total seen monthly circulation: + 32,710,459 Total seen circulation year to date: + 184,603,707

Select seen brand coverage/circulation

Top pitches of the month*

1. Men’s Health.com - Tioga, Outlier XL - 8,558,669 2. Forbes.com - Outlier - 2,326,892 3. Men’s Fitness - Forefront - 627,352 4. Men’s Fitness.com - Outlier TI - 1,435,138 5. On The Water - Dockside - 30,863 6. Muscle & Fitness Hers - Rebel - 93,358 7. Loudoutroom.com - Vantage - 1,100,000 8. Pinkbike.com - Life Beyond Walls New Zealand 2 - 1,654,314 9. Surfline.com - Life Beyond Walls Hwy 101 - 1,452,372 10. Men’sJ ournal.com - Overtake - 4,981,457 11. Sporting Goods Business - Sunglass Feature - 23,700 12. Men’s Journal.com - Parallel - 4,981,457 13. Competitor Magazine - Lowdown - 694,056 14. Organic Spa Magazine.com - Clark - 88,706 15. Vision Care Product News - Elise - 37,086 16. Elevation Outdoors - Clark - 40,000 17. Gear Institute - Asana - 49,720 18. Vision Monday - ODS3, ChromaPop Elite - 60,718 19. Philadelphia Inquirer - Audible with ChromaPop - 173,806 20. Active Junky - Touchstone with ChromaPop - 300,000 21. Surfersvillage - Lowdown XL - 42,728

1. Paste Magazine - Mt. Shasta 2. Fitbie.com - Colette, Lowdown Slim 3. SELF - Overtake 4. KSL.com - Overtake 5. Skinet (SKI/Skiing) - Overtake with MIPS 6. Angling Trade - Guide’s Choice 7. Triathlete Magazine - Arena, Lowdown 8. Mountain Magazine - Overtake 9. Outside - Overtake 10. Elle - Arena, I/OS Goggle 11. Men’s Journal - Pivot Helmet 12. Freeskier - I/O Women’s, I/OX, Pivot 13. Fish Alaska - Guide’s Choice 14. Outside.com - Colette 15. Eyecare Professional Magazine - ChromaPop 16. Huffington Post - Fuel V.2 Sweat X 17. Gearminded.com - Arena Max 18. Freehub - Forefront with MIPS, Axel with MIPS 19. FieldandStream.com - Dockside Howler Bros Collab 20. Triathlete Magazine - Sidney 21. Transworld Snowboarding - I/O7, Squad, Pivot

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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competitor

MAY 2015

| MAY 2015

Running Function Meets LA Fashion

The Latest in Wearable Tech

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PLUS: HOW TO TRAIN PAST YOUR BONK POINT Page 38 RUN A FASTER MARATHON A Free 16-Week Training Plan Inside LONG-RUN INSIGHTS FROM AN OLYMPIAN

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ON DOM SMITH LOWDOWN SLIM

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THE FAMILY RAFT TRIP | WHITEWATER SUP | SPRING BREWS MAY 2015

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GO OUTSIDE & PLAY

FESTIVAL

OUR ANNUAL GUIDE TO THE BEST OUTDOOR THROWDOWNS

Peace, Love & 450,000 MILES

HIKING ROCKY MOUNTAIN NATIONAL PARK

WHO CAN DRAIN LAKE FOUL?

HIGH ADVENTURE IN BRECKENRIDGE FREEDOM OF THE

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estivals are long, hot, multi-day outdoor events, so you need to come prepared for all conditions. Here are our suggestions for the best gear to up your game this season. HYDRO FLASK TRUE PINT Nothing says, “I’m a pro at this show” better than your own personal pint glass. This stainless steel masterpiece features vacuum insulation to keep that cold one chilled. You won’t have to worry about waste either, and this high-tech cup will withstand a good deal of abuse. $22; hydroflask.com BIG AGNES ROCKY PEAK 4 MTNGLO We know it can be tough to find your shelter in all the sprawl of tent city late at night after you have indulged in a full day of those festival activities. But what if your cozy dome were all lit up? Not only is the Rocky Peak one outstanding, easy-to-set-up, threeseason, four-person tent, it also comes fitted with strings of led lights running along the poles. They are not enough to read a book by, but they will serve as a beacon or give you just enough light to hang out in your postshow afterglow. $350; bigagnes.com SMITH OPTICS CLARK These eco-friendly shades allow you to look cool while feeling (at least somewhat) enviroconscious. Made from 53-percent bio-based material, but looking sharp enough for VIP

seats for Sturgil Simpson, these babies will be your best friends on a long day out in the glare. Nose pads keep them from slipping when you dance and polarized lenses put you in that special space. $100; smithoptics.com ICEMULE PRO 20L Who is the most popular dude at the festival? How about that guy with the cooler on his back—literally (and we are using that word correctly here, Father John Misty). This fivepound pack hauls 18 cans and ice with an insulation system that keeps everything cool for 24 hours. $100; icemulecooler.com TRAVEL CHAIR LARRY CHAIR It folds up nice and easy into an attaché-sized carrying case. It’s sturdy. It’s comfy. It’s low enough for most festival regulations. It will serve double duty as a kayak seat. The

M AY 2 015 / E L E VAT I O N O U T D O O R S . C O M

MAY - JUNE 2015

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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

MAY 2015

Breaking Bad

KEEPING YOUR PRACTICE SAFE FROM THE THREAT OF RETAIL THEFT SUNWEAR SALES

STRATEGIES TO BOOST YOUR RX SUN PROGRAM

PREMIUM LENSES

FOUR STEPS TO PRESENT HIGH-TECH OPTIONS

BON

NK LE LI FT B A T HE AC NTI-T G A O T NIN TRAI EO VID

plus! An inside look at retail sales now and into 2016

EB News

The Presenta Nova design frm hoste d an after-show party at its new Manhattan showroom. Here, Florian Kneid l ofers design services to a client

23 PLAN “B” EYEWEAR Glacée Collection Spring/Summer Four bright, bold, and delicately designed models have arrived just in time for warmer weather. Incorporating the signature lace efect of Plan “B”, these four models each feature distinct details. INFO: planbeyewear.com

24 PRESENTA NOVA Brett Craig, left, and Danny Cruz of QSpex speaks at the company’s press conference about their newest Optical Service Center in New York City

Showcase Table In addition to celebrating its display partnership with Luneau Technology, the design company unveiled its showcase table, which can show from 90 to 270 frames in removable trays, clear overview, and controllable lighting. INFO: presenta-nova.com

25 SAFILO Carrerino CARRERINO 13/S sunglasses, dedicated to boys between 9 and 13 years old, make the perfect eyewear for pre-teens. Rectangular shapes in multi-layer acetate are ofered with smart color combinations and contrasts between the front and temples. INFO: saflo.com The REM Eyewear team cele brates the launch of its Jonathan Adler Collection at the show with a toast

(l-r) Saflo’s Diego Baban and Antonella Leoni and Smith’s Eric Carlson celebrate Smith’s 50th anniversary at cocktail reception hosted by Saflo at its NYC showroom

26 SEIKO OPTICAL PRODUCTS Flex Action New styles have been added to the “Flex Action” titanium frame line, inspired by the technology and elegance of Seiko watchbands. In addition to two new men’s styles, the line now features four women’s styles. INFO: seikoeyewear.com

27 SHAMIR INSIGHT Shamir SPARK (Single-Shot Panorameter Augmented Reality Kit) is a 3D measuring tool that utilizes an iPad camera and automatically calculates all frame measurements based on one picture. INFO: shamirlens.com

28 SIGNET ARMORLITE

Santinelli Internati on challenging custo al held a design contest, mers to create ori ginal rimless eyewear designs, an creative submission d showed of some of the s at its booth

Eye careBu s in es s. c o m

May 2015

Kodak Clean&CleAR UV KODAK Clean&CleAR UV lens coating is the latest addition to the KODAK AR oferings that also include KODAK CleAR+ and KODAK Clean&CleAR. It is water repellent, scratch resistant, easy to clean, reduces nighttime refections, lessens eyestrain, and ofers 25 times more UV protection than going without eyewear. INFO: signetarmorlite.com

EB News

29 SILHOUETTE

, Allergan’s Julian Gangolli, (l-r) Essilor’s Howard Purcell Smick, O.D., serve as preKirk and Luxottica’s Holly Rush, e of the Industry program Stat ’s ncil senters of The Vision Cou

Shamir’s Raanan Naftalovich, left, and Mark Becker, at their press conference announcing the launch of the company’s new Glacier Plus AR

SPX Illusion The new SPX Illusion collection is a contemporary full-rim style that feels just as good as wearing nearly nothing at all. SPX Illusion ofers extreme comfort and lightness due to its patented SPX material, along with color and fnish stability. INFO: silhouette.com

30 SMITH

Style Clark Crisp edges, distinctive thick surfacing, and a classic keyhole nose detail characterize the eco-friendly sunglass Clark. it is available in two polarized lens options and four additional colorways with non-polarized lenses. INFO: smithoptics.com

31 VISION-EASE LENS

as the 2015 Group, right, w of ABB Optical metric Center’s 12th z re va Al l ge to An aza Hotel. at the SUNY Op Gala Honoree New York Gala, held at The Pl ltzman, Sa a on ar es rb Ey Ba al d , an Annu lan Barker, O.D. With him are Al Optometric Center e th of t presiden

Digital Lens Portfolio With strategic partner IOT, VisionEase releases fve new wrap-style and general-purpose digital lenses: three SportWrap lenses (one SV, two PALs) optimized for wrap sport frames, and two everyday PAL designs. The designs are optimized for Vision-Ease blanks but are not restricted. INFO: vision-ease.com

Women and Leadership Holly Rush, left, and Lois Romano

Eyecare B u s in es s. c o m

During The Optical Women’s Association Champagne Breakfast event at Vision Expo East, Lois Romano, editor of Washington Post Live, had what was billed as an “Intimate Conversation” with Luxottica executive Holly Rush. The soldout room got a lively, personal, and insightful conversation about leadership, success, and the controversial “can women have it all?” topic. Rush, president of Luxottica North America Wholesale, advised the women and men in the audience on fnding their own leadership style and sticking with it. “It takes time, but be who you are. Be authentic,” she said. “I had to fnd out what’s in my arsenal that makes me unique.” Rush talked about the importance of fnding mentors—both male and female—who have what you want, but warned against blindly

May 2015

subscribing to someone else’s path to success. Her advice to young people in business was to not wait for professional development opportunities to show themselves or be handed to you. “Go meet people in your company, discover what projects are out there, and decide if it fts where you want to go,” she said. “You decide.” Finally, when asked the question that all successful women in business seem to get asked, Rush said that the “having it all” is really just about fnding balance in life—a balance that will be diferent for each woman. “You make choices every day,” she said. “You push the accelerator at some times, and you let it of at others. There are so many pressures on women today regarding balancing work with childcare, or eldercare, or relationships. Don’t try to be perfect. Life is never 50-50. Sometimes it’s 90-10.”

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ISSUE 1522 JUNE 1, 2015

The Weekly Digital Magazine for the Active Lifestyle Market

OUTDOOR HARDGOODS

Photo courtesy Smith Optics

What’s Trending Now

Sunglasses Fashion... Meet Function This year’s sport and outdoor eyewear trends aren’t just about being trendy By Scott Boulbol

14 SGBWeekly.com | JUNE 1, 2015

s the sun makes its long-awaited return each spring, outdoor athletes turn their attention toward sunglasses; especially sunglasses that will help them perform in their outdoor pursuits. But more than ever before, those sunglasses look more like their lifestyle cousins. Many remember – and perhaps even rocked – the iconic Oakley Bladez Greg Lemond wore during some of his most successful years as a cyclist in the 80’s. While these may not have been the first sport sunglasses, they’re certainly among the most renowned. The gigantic, goggle-shaped frames covered much of his face while wrapping around the cheeks to block the elements – they even featured adjustable temples and nosepieces. While wearing these today would be seen as ironic, many of the features persist in the sport models today. But along with these technical functions, brands are more conscious than ever now to incorporate some of the latest styles brought over from the fashion world – the nerdy “Wayfarer” style has been huge for several seasons and isn’t stopping, along with “Aviator” shapes and multi-color frames made famous in the 70’s ski scene with brands like “I-Ski.” So while true sport glasses, like the old-school bladed wraparound models, are still available, consumers have ever-increasing choices if they want to get away from that sporty look.

Cliff Robinson, President, Revo

Cliff Robinson, president of iconic sunglass brand Revo, calls these “athleisure” models, borrowing a phrase from the apparel industry. And he should know a thing or two about this trend, as some credit Revo as one of the original athleisure brands, with popular styles, especially for winter sports, in the 80s and 90s. “We see athleisure as an important trend in the industry right now. The sport people want to be more fashionable and the fashion people want to get more sporty,” he

says. “We pride ourselves on creating frames that people want to wear for both sport and for everyday life.” Smith Category Manager Joe Snyder won’t go so far as to suggest that the typical sport glasses will disappear – they’re still more technologically advanced for the most active pursuits – but he does see fashion models Joe Snyder, Category Manager, Smith becoming more sporty. “At Smith the two categories are separated by vastly different feature sets and silhouettes. Our performance collection is designed to perform for both top end athletes and enthusiasts alike,” said Snyder. “That said, we do see a trend in the active/lifestyle segment. This is an area where traditional lifestyle models incorporate features to help increase performance.” “Consumers are finding an appreciation for the functional elements of spring hinges, rubber nose pads, temple tip designs that can keep the product on their John Sanchez, faces,” said Costa’s John Sanchez, VP of VP Product Development, product development for one of the indusCosta try’s fastest growing brands. “The consumers naturally want to look great and eyewear is a fashion accessory, but we are seeing more and more that they want to be able to look great and go for a walk, short bike ride, or kick the ball around the backyard with the kids, and not feel like they have to worry about changing out their eyewear.” Along with the features Sanchez mentions, athleisure sunglasses often feature softer, lighter and more flexible frames than their pure lifestyle counterparts. Lenses are often interchangeable to allow for varied or changing light conditions, or feature polarized or photochromic lenses. Many are treated with hydrophilic material so water and sweat runs off quicker and cleaner. Nose pieces and temples feature hydrophilic rubber that stays in place better, especially when wet, and can also be flexible for different fit options. Some even feature rubber or silicone around the frames to seal off the lens from sweat and prevent light from sneaking in around the frame, as well as improved airflow to prevent fogging. But

what they all have in common – unlike so many of the “classics” – is their fashion-forward designs. Another trend is less about vanity and more about sustainability: Brands are increasingly incorporating “greener” materials, production practices, and missions into their sunglass businesses. There have been some significant advances in recent years, so more brands are Mike Lewis, already doing this or looking into Marketing/ it in the near future. Whether Team Manager, using bamboo or other sustainable Zeal Optics woods, or non-petroleum based plastics, and even biodegradable resins, brands are more conscious about what happens to their products when no longer needed by the consumer. One of the biggest proponents is Zeal Optics, whose entire line is made with “sustainable” materials. “All plastics in our sunglasses are bio resins and contain no petroleum,” said Mike Lewis, Zeal Marketing/Team Manager. “This includes not just our frames, but also our lenses. Additionally, a select group of our sunglasses are made from a cotton and wood-based acetate that are the first certified biodegradable sunglasses out there. Drop them in an anaerobic (oxygen-free) environment like the bottom of the lake or a landfill and they’ll be gone in 18 months.” The market has also seen an influx of small startup brands, who often offer younger, more trendy looks and colors, and sometimes lower price points, with basic technical features. They’re a strong option for those who want stylish looks and at least some tech, like rubber nose and temple pieces, or polarized lenses. Crowd sourced startups are beginning to make a mark in the industry, like Sunski, which used Kickstarter to fund its launch in 2012. While small brands like Popticals and Switch offer unique and innovative options: foldable but sturdy frames for more convenient storage and magnetic lens interchange for easier swapping. Finally, prescription (RX) sunglasses, especially in the sport realm, are increasingly available throughout lines, rather than just a select few models as in years past. Whether it’s a full-blown cycling blade or a casual Wayfarer style, brands are making wide varieties of models RX-able. The traditional clip-on variety is still an option, but more brands are simply making the lenses RX ready, so there’s no bulky, sometimes unsecure clip on lenses to deal with. Some even offer nonRX “reader” inserts, so you can more easily see your computer, or read a map, etc. And like your high-end eyeglasses, these are of course also available in polarized or photochromic options, and also feature strong anti-scratch coatings and hydrophilic treatments as well. Rudy Project On the athletic side is an Italian brand ubiquitous in the running, cycling and triathlon worlds. Rudy Project has long been renowned for its hardcore sports glasses, and while they’re not giving up on that niche, they too have adopted more stylish looks and casual styles, with much of the tech borrowed from the athletic models. The new Proflow ($275 and up) is JUNE 1, 2015 | SGBWeekly.com

Costa Costa is also among the brands leading the sustainable materials charge. “All of our plastic frames today are bio-based resins. The data we are given is amazing on bio-based resins,” said Sanchez. “The quality of the material is better functionally. Costa's bio-based materials can stand the test of time in a larger range of temperatures than traditional plastics. I believe that not just our industry, but as a whole we will see more and more industries migrating to bio-based resins. Castor plant based resins have been vetted and proven to be an amazing first step for us, but we aren’t stopping there. We have in development materials that will bio-degrade 12 months if buried, or if they are at the bottom of the lake or ocean.” While well known on the water sports side of the sports sunglass industry, their recent models can be sported in many outdoor pursuits, with or without water, although perhaps not the more aggressive sports – the glass lenses may not be ideal for those, but they do provide the best clarity of any material. The new Cortez ($170-$250) is marketed for fishing, but the wrap profile, tough co-injected nylon construction, linear venting system and outstanding lenses would be great in the mountains, too. They’re definitely for larger faces, and sport a decidedly masculine look. For the outdoorsy female who refuses to sacrifice the latest runway styles, the La Mar ($150-$170) features a stylish, retro, cateye look without compromising on performance. The integral hinges and non-slip nose pads and temple tips offer a durable, comfortable fit, while the same Costa polarized lenses offer the same clarity and precision. No one would mistake these for sports sunglasses at first glance, but the Pawleys ($200-$280) definitely perform. A snug, unshakeable, uber-comfortable fit belies the retro-chic look of these classic “nerdTop to bottom: looking” glasses, with sticky rubber temples Costa Cortez, La Mar and Pawleys and nosepieces. And while they don’t offer a lot of protection, the lenses are excellent, especially for snow and water. The Tour-de-France may never see a pair in the peloton, but your fellow bike pub-crawlers will be jealous of your look.

The downside of an insert is there are two lenses to look through, which can effect clarity and make it harder to clean especially when out in the field, and it limits peripheral vision. But the upside is, you can choose your lens (on the interchangeable models) for different Smith RXODS3 light conditions and activities, and of course if the frames break or you want new ones, no need to get a new RX lens.

Smith Smith is another brand that has always been ahead of the curve melding fashion with function. And lately they’re also leading in the sustainable movement: their Evolve Collection – comprised of the majority of their non-metal frame models – is the largest eco-friendly sunglass collection in the world, they claim. Frames are constructed from a 53 percent bio-based material, derived from non-GMO castor plants. The new Outlier XL ($120-$210) is one of those models, and also a great example of a hybrid. With an oversized Wayfarer look, plus sticky temples and nose, lightweight construction, oversized cam hinges and of course Smith’s renowned ChromaPop polarized lens (optional), this is one of the best overall hybrids in our group. Though a tad heavy, due to its large frame, it stays put, providing excellent clarity and contrast, and offering plenty of protection, even along the sides. It may not be the go-to pair for pure athletic use, but there’s little penalty for choosing this over those shields. Smith chose to keep the traditional clip-on style for its latest RX lenses, the RXODS2 insert (frame $50, RX lens $100) for its PivLock line. It’s similar to their previous model, but with a complete nylon frame for better retention. The lenses are very clear with no visible distortion, and the unit is surprisingly lightweight, although it definitely makes for a bulkier package when inserted into one of the many frames that can accommodate it.

Vuarnet The legendary French brand Vuarnet ($195-$248) brings back one of the original sport styles – ubiquitous on the slopes and beaches and at the crags a few decades ago. The new OO2 is a classic cat-eye shape, but the optics are anything but dated. The brand’s mineral lenses are Vuarnet OO2 renowned for clarity, precision and durability with no distortion like some plastic lenses. And they’ve added a mirrored coating for more flash, plus a polarized option for added contrast.

18 SGBWeekly.com | JUNE 1, 2015

Spy Another brand to embrace sustainable and biodegradable materials is the hip skate and ski brand Spy. Select sunglasses, like the ones below, are made with 100 percent biodegradable Plantate - an all-natural plant polysaccharide material, and a portion of every sale goes towards The Keep A Breast Foundation and its mission of informing, educating and inspiring young people to choose non-toxic products to help reduce instances of breast cancer. The SPY Cutter ($220) is what they call, “the most fashion-forward and technologically advanced performance sunglass SPY has ever dreamed to create.” The interchangeable lens option, includes their polarized “Happy Lens,” and a ventilation system helps eliminate fogging when used for active pursuits. But the look is definitely not athletic or shield-like, but much more trendy and fashion-forward, with a flat brow Spy Rocky (top) and Daft (bottom) and Wayfarer style. A similar hybrid, the Rocky ($100-$150), has many of the features of the Cutter plus small temple openings for leash attachment at a much lower pricepoint. Devised for shaving off ounces and seconds, the Daft is a traditional, oversized rimless shield with an interchangeable 7-base lens, and rubber nose pads and temple tips to keep them in place ($150). Made from Grilamid, this is a pure performance model, and will only be fashionable in the peloton.

Native Native’s 2015 Flatiron is light and built for comfort. But with the polarized lenses, hydrophilic contact points and cam hinges, they can easily handle Native Flatiron some moderate activity. But the sophisticated flat-brow style will excel all over town after the activities are done and the fun begins.

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