Adidas Sport Eyewear Sunglasses 2024 Preview

Retail Buyers Guide: Sunglasses S/S 2024 Retail Buyer‘s Guide
Brand: Adidas Eyewear
Interviewee: Marcolin Design & Creative Team

How was the sunglasses market overall in 2023?
Overall in 2023 there was a market recovery in the eyewear category. The growth drivers were: higher number of people in need of eyecare, driven by longer lifeplans, age-related vision conditions and exposure to digital devices; modern channels in an industry still highly dependent from traditional channels; industry resilience to crisis and macro-economic instability; premiumization, fashion influence and new gen.

What new trends have you seen for sunglasses in board sports for 2024?
In regards to design and frames, we provide a comprehensive range of sunglasses, encompassing full-rim, half-rim, and rimless styles. Our collection includes both bi-ocular options found in the adidas Sport Active cluster, as well as shield frames predominantly available in the PERFORMANCE cluster. As for the latest trends, cylindrical lenses and 7×4 toric lenses appear to be the most sought-after choices. A large range of colours is always present in adidas Sport collection, to satisfy performance and aesthetics requests.

What segment of your offering is selling best in 2024 so far?
In 2024 there will be a big push on the sport world: we expect good and positive results on all the clusters in our portfolio. Specifically for the Performance cluster we will have a special style the “adidas Dunamis” (SP0090), which is developed for adidas athletes. This style will be worn by athletes during the most important sport competitions around the world.

Have you introduced any frame shapes and colours in your 2024 offer?
Our products cover all shapes and colors. From bi-ocular sunglasses, to rimless, full-rim and half-rim masks – all shapes requested from our customers. We also work closely together with Athletes to offer sunglasses that are not just stylish but also comfortable, multifunctional and technical. In our collection, you can always find black and white frames, but also fun seasonal colours, which recalls the core adidas collection.

Which lens technologies from your 2024 offer are most in demand?
We live in an era in which people demand high technological lenses with different characteristics for each sport. In the adidas Sport collection we offer different lens treatments, such as: oleophobic, anti-dust and anti-scratch treatments. Moreover we always include photochromic lenses for the higher clusters of the collection.

Have you introduced any new lens colours and tints in your 2024 offering?
From our latest release, we offer a variety of colors, among them: Smoke, Roviex, Brown, Violet, Blue and Green

What are your marketing stories?
2024 will be a great year for adidas Sport eyewear. We developed a dedicated style for adidas athletes. This style is the “adidas Dunamis” (SP0090), which is a Performance style. It will be worn by athletes during the most important sport competitions around the world. This style provides the best performance thanks to its high technological features: the unique lens shape guarantees the best aerodynamics during sport activities.

How are you supporting retailers to sell this category?
By constantly training our reps, so they can find detailed information about all our technicalities. They also play a fundamental role, in reporting clients’ feedback, thus fine tuning our offer based on real needs from our customers. We also offer visual assets for the windows of our retails and seasonal adv material to offer a push on our products. We also offer seasonal catalogues, in which all our collection is present, with the description of technical features. For our yearly Hero projects, like the adidas Dunamis, we also provide digital assets for a 360 activation

Key Products:

Adidas Dunamis (SP0090):
This style provides the best performance thanks to its high technological features: the unique lens shape guarantees the best aerodynamics during sport activities. It has new improved rubber grip along the temple tips for the best fitting and stability. It also guarantees improved aerodynamics thanks to the base 7 curve of the lens and the spoilers. Moreover, the lens has oleophobic, hydrophobic treatments, anti-dust and anti-scratch function to ensure the best performance and durability.

SP0090_94Q

SP0093:
This Performance style offers an interchangeable lens system and the possibility to insert a clip-in, ensuring perfect vision to athletes who need prescription eyewear to practice their activities. Thanks to adjustable nose pads, this style guarantees an individual fit for every nose. The ventilation hole on the temples and the ventilation-hole system on the front guarantee the best aerodynamics during sport activities.

SP0093_21U

SP0091:
This Active style is characterized by the new logo on the temples with 3D logo effect. This style guarantees the perfect mix between a sporty and stylish look thanks to the shapes and all the technical features. The new ventilation hole on the temples and the 10 holes system on the top of the front guarantee the best aerodynamics during sport activities.

SP0091_94Q