2015 smith optics january editorial coverage report
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ÂTRANSCRIPT
Total seen monthly circulation: + 37,047,954Total seen circulation year to date: + 37,047,954
January 2015 brand editorial:
1. Black-ish (ABC TV), - Assorted Goggles - 11,040,0002. Oregon Live - PDX Move - 10,258,2333. C-NET - I/O Recon, I/OX Turbo Fan, Vantage - 3,891,8884. Cycling News - TT Helmet Photos - 2,500,0005. Gear Patrol - Questa - 1,630,7386. DailyBurn.com - Compass, Camber, 1/O 7 - 65,340 7. Decline - Forefront - 40,0008. SKI Mahazine - Cover Photo - 455,4389. Supercompressor - I/O Recon - 148,68010. TGR - 15/16 New Products - 451,72411. Freeskier - Pivot, I/O7, Maze - 692, 85412. WGSN - 15/16 New Product Trends - 352,047 13. 20/20 - I/O7, Squad, Showcase OTG - 49,524 14. OnTheSnow.com - Vantage, Archive Goggle - 363,114 15. Canadian Cycling Magazine - Cover Photo - 25,000 16. Midcurrent - ChromaPop - 148,25217. Transworld Business - 15/16 New Products - 145,009 18. OR Show Daily - Vantage - 28,00019. Aspen Daily News - I/O 7 - 14,5000 20. Invision - Ballistic ChromaPop Elite - 17,837 21. Snowboard - Smith Re-Brand - 860,038
1. SkiMag.com - Zoom, Gage, Gambler, Grom2. US Weekly - Scope Goggle3. BustedWallet.com - Valence4. Eyecare Business - Lyla, Elise5. Vision Care Product News - Clayton, Colette, Re-brand6. Invision - Lyla, Elise, Re-brand7. Vogue - Overtake, Asana, Arena, Parallel8. Backpacker - Asana, Arena9. Gear Institute - Asana10. Steez Magazine - Lowdown XL11. Outside Bozeman - Forefront12. Bike Radar - Arena13. Playboy.com - Vantage14. Organic Spa Magazine.com - Evolve15. OR Show Daily - 15/16 New Products, Re-brand 16. SIA Show Daily - 15/16 New Products, Re-brand 17. Style of Sport - Asana 18. Transworld Business - Pivot, Pointe
Top pitches of the month*Select seen brand coverage/circulation
*Please note that a pitch does not guarantee that the above mentioned product will appear in print.
Press Contact: Cassie [email protected] | 208.727.6593
Press Contact: Kate [email protected] | 206.334.0863
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.
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page 83
W H A T ’ S “ B R A N D ”
WHAT BRANDS DO YOU BELIEVE IN?SÀFILO SCORES IN THE EYEVOTE READER’S CHOICE
WITH KATE SPADE NEW YORK
January 2015 20/20 • 67
RIGHT NOWJ A N U A R Y N E W P R O D U C T S
WHAT’S
Clockwise from bottom left: COCOONS Graphite, designed
to be worn over Rx glasses, dual-layer lens design, anti-fog coating, UV protection, microfiber pouch included, from Live Eyewear; SNOWX Tucker Hibbert Whip, flexible polyurethane frame material, Scoop ventilation system, triple layer Isotron face
foam and anti-fog dual lens, from Spy Optic; DRAGON ALLIANCE Advanced Projects X2 Orange, armored frame ventilation, triple-layer face foam with hypoallergenic micro fleece lining, anti-fog treatment, from Marchon Eyewear; TAMOK T05, thermoplastic polyurethane frame material with moisture-wicking foam and dual anti-fog coated
lenses, from Ørgreen Optics; SHOWCASE, floating foam membrane, semi-rimless, over-the-glass frame, carbonic-x lens with TLT optics for increased visual acuity and optimum scratch and impact resistance, from Smith Optics; AIRWAVE 1.5 White Hyperdrive, with Garmin VIRB Elite Action Camera and built-in GPS, from Oakley
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ INEXPENSIVE MODERATE MODERATELY EXPENSIVE EXPENSIVE VERY EXPENSIVE
NEW PRODUCT PRICE GUIDE
Ski gear becomes more technologically advanced every year, but this season it’s not about the latest puffer jacket or the newest water-repellent pants; it’s about the snow goggle. From the piste to the chalet, goggles equipped with high-tech advances like flexible, lightweight materials; moisture-wicking foam, anti-fog lenses and an on-board GPS will keep you in hyper-form while navigating
the steepest slopes… at least until you retire fireside for an après ski cocktail. —Patrisha Holly Zabrycki
A World of
SPEED
and LEISURE
O D U C TTTTTTTTTTTTTTTTTTTTTTTTTTTTT SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS
Clockwise from bottom leCOCOONS Graphite, design
to be worn over Rx glasses dual-layer lens
Ski geanot abothe snotech adanti-fog
the steep
FROM SUN VALLEY TO GSTAAD: IT’S ALL ABOUT
TECHNICAL GOGGLES IN HIGH-OCTANE COLORS
( )INSTANT
ADAPTABILITY New Swiftlock
technology—integrated levers housed in the
frame—allow for quick on-and-off lens
deployment.
( )STYLIZED SAFETYAn ergonomic nose
guard adds extra protection.
( )ENGINEERED FOR ACTION
Camera and GPS by Garmin allow the wearer to navigate
resort maps, see jump analytics, speed and altitude; wirelessly connect goggle to
camera for live video heads-up displays.
CLICK HERE TO SEE FULL STORY
Episode 1.12 - Martin Luther Skiing Day http://abc.go.com/shows/blackish/episode-guide/season-01/112-martin-luther-skiing-day11.3 million viewers
CLICK HERE TO SEE FULL STORY
CLICK HERE TO SEE FULL STORY
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Components, Armor, Gear and More!
By the staff offf
COMPLETE BIKES – FRAMES – TIRES – ARMOR – FORKS – SHORTS – PANTS – JERSEYS – BRAKES – HELMETS – WHEELS
DISPLAY UNTIL APRIL 7, 2015
BUYER’S GUIDE 2015 | USA $8.99 | CAN $9.99
2015 Mountain Bikes & Accessories
Alan Davis Editor/Photographer [email protected]
Drew Rohde Editor [email protected]
Andrew Juiliano Editor [email protected]
Sean Leicht Creative/Digital Media [email protected]
Tyler Leicht Prepress/Photographer [email protected]
Subscribe to decline magazine atdeclinemagazine.com or (866) 681-7357Subscription questions: [email protected]
decline | H3 Publications, Inc. 25006 Avenue Kearny, Valencia, CA 91355TEL: (661) 362-1250; FAX: (661) 362-1257E-MAIL: of [email protected]
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ADVERTISINGDave House [email protected]
ADMINISTRATIONDave House PublisherChristine House Publisher | Administration
Helmets 112
Body Armor 122 Apparel - Jerseys 128
Shoes 118
Apparel - Pants/Shorts 134
Model: Down-O-Matic VeggiePrice: $249.95Features: Removable/washable pads, in-mold construction, fl exible visor.
Model: Short Stack Price: $179.99Features: The all-mountain choice to keep cool on the way up and safe on the way down, Slytech Noshock Honeycomb Cone Structure.
Model: Archi-Enduro VeggiePrice: $224.95Features: Removable/washable pads, in-mold construction, fl exible visor.
Model: Slam-Cap Price: $159.99Features: An in-molded helmet with an embedded layer of Slytech Noshock Honeycomb Cone Structure within the injected EPS foam, honeycomb provides high structural strength, which dissipates impact forces.
Model: Down-O-Matic #20Price: $199.95Features: CPSC certifi cation, fi ber composite construction, stylish and soft anti-crash visor, grilled vents, internal Venturi effect, 966 g weight.
Model: Half Stack Price: $79.99Features: The Half Stack with ICEdot technology features the SHREDVent system, which keeps your head cool and allows optimal ventilation of the goggle-helmet system, reducing fogging.
Model: Archi-Enduro Band Black/Gold MattePrice: $189.95Features: CPSC certifi cation, stylish and soft anti-crash visor, grilled vents, internal Venturi effect, 890 g weight.
Model: ForefrontPrice: $220Features: Ventilated protection featuring patented koroyd material integrated skeletal structure and carbon fi ber reinforcements — integrated camera and light mount.
Model: SupatrailWhite/BlackPrice: $129.95Features: CE1078 CPSC certifi cation, in mold construction, custom ring system, recycled EPS shell, recycled PET straps, three shell sizes.
Model: Supacross Black/WhitePrice: $124.95Features: Removable/washable pads, in-mold construction, fl exible visor.
Model: Endur-O-Matic Black MattePrice: $104.95Features: Removable/washable pads, in-mold construction, fl exible visor.
Model: ActivistPrice: $39.95Features: CPSC certifi cation, in-mold construction for super light and optimal protection, stylish and removable anti-crash visor, grilled vents, 294 g weight.
Urge Helmetsurgebike.com
Shred Opticsshredoptics.com
Smith Opticssmithoptics.com
Urge Helmetsurgebike.com
116 MtbBuyersGuide.com
janvier - février 2015
Jamais sans mes solaires
14 | janvier - février 2015
« Procurez-vous un verre de type transitionnel qui vous suivra partout, ou équipez-vous de lunettes de soleil amplifiant
les contrastes pour la conduite automobile et d’une solaire tout-aller de qualité. »
> dossier
Des réponses ÉBLOUISSANTES
à un enthousiasme mitigé
Je ne vais pas si souvent au soleil. Sachez que 42 % de l’exposition annuelle aux UV est reçue lorsque nous ne sommes PAS en plein soleil, mais bien par temps couvert. D’où l’importance de porter vos verres solaires dès que vous êtes dehors.
J’ai des lunettes mode qui font l’affaire et elles avaient le petit collant « 100 % protection UV ». Jusqu’à 70 % des UV sont réfléchis vers l’œil par la face arrière d’un verre non protégé de l’intérieur. Ce qui est le cas de la plupart des lunettes proposées dans les grandes surfaces autre que les lunetteries. La norme d’étiquetage « 100 % UV » est respectée de façon volontaire par les fabricants et ne concerne que les rayons entrant par la face avant du verre.
Je n’ai jamais mes verres solaires avec moi; je les laisse dans la voiture parce que je les porte toujours dans l’auto. Le pare-brise de votre auto dispose déjà d’un filtre UV. Procurez-vous un verre de type transitionnel qui vous suivra partout, ou équipez-vous de lunettes de soleil amplifiant les contrastes pour la conduite automobile et d’une solaire tout-aller de qualité.
Mon enfant est jeune, il va perdre ses solaires, les égratigner, les briser ou se blesser. Parce que le cristallin de votre enfant n’est pas du tout opacifié, son œil reçoit jusqu’à 6 fois plus de rayons nocifs du soleil que votre œil adulte. En protégeant ses yeux maintenant, vous protégez sa vue pour longtemps. Les lunettes pour enfants d’aujourd’hui sont robustes et sont renouvelées à coût abordable au fil de la croissance de votre enfant.
Mon enfant ne les portera pas. Saviez-vous que 50 % des cataractes se construisent entre l’âge de 0 à 20 ans si l’œil n’est pas protégé adéquatement? Vous pouvez lui faire prendre cette bonne habitude dès son plus jeune âge en portant vous-même vos solaires.
Sur la route, les conducteurs apprécieront la rapidité d’adaptation des verres solaires Transitions Drivewear. Grâce au principe de polarisation NuPolar de Younger Optics, les éblouissements provenant du bitume et du capot sont totalement éliminés. En condition de faible luminosité, les verres jaunes ou verts offrent un contraste marqué. Derrière le pare-brise, les verres s’activent en couleur cuivre pour améliorer la perception des couleurs et de la profondeur. Sous forte luminosité, les verres passent au brun foncé afin de procurer un confort suprême.
Pour l’amateur de loisirs de précision comme la chasse, le tir à l’arc ou le tir au pigeon d’argile, les verres solaires Autumn
Gold Transitions accentuent le contraste tout en améliorant la clarté sous un ciel ennuagé, par brouillard ou sous un soleil vif. Tout comme les Transitions Drivewear, ces verres conviennent à la plupart des prescriptions et montures.
Des solaires selon l’occupationConçues pour les vacanciers et plaisanciers, les lunettes de soleil Photochromics de Smith Optics
plairont à tous. La gamme Chroma Pop permet de voir les couleurs avec encore plus de densité et de contraste. Et la polarisation en quatre degrés assure une netteté visuelle insurpassée adaptée à l’activité extérieure, qu’on soit en ski de fond ou sur un quatre roues. Les deux solaires Chroma Pop Polarized Blue Mirror et Brown Mirror sont des choix évidents pour quiconque travaille ou s’amuse sur un plan d’eau. En plus d’éliminer l’éblouissement latéral, elles permettent de distinguer le fond des eaux plus aisément grâce à la polarisation photochromique, l’optimisation des couleurs et un contraste visuel de haute densité. Leur revêtement hydrophobe repousse l’humidité, la graisse et la saleté. Enfin, elles sont 10 % plus légères que le polycarbonate, 15 % plus légères que le CR-39 et 75 % moins lourdes que le verre.
[ mod. Clayton ]
[ Transitions Drivewear ]
CLICK HERE TO SEE FULL STORY
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http://midcurrent.com/gear/patagonia-gear-lake-region-essentials/
http://www.onthesnow.com/gallery/p/photo/1188/smith-woolrich-id252903
CLICK HERE TO SEE FULL STORY
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The Endless Winter
OUTDOORINSIGHTMAG.COM RETAIL ROUNDTABLE: WINTERING THE ECONOMY
A FORMULA4MEDIA PUBLICATION • JANUARY 2015
NEW PRODUCTS
GOGGLES
SLEEPING BAGS
JACKETS
BOOTS
BASE LAYERS
GADGETS
SUNGLASSES
HATS
SNOWSHOES
SOCKS
SKI GEAR
HARDWARE
HOT BRANDS
RETAIL INSIGHT
AND MORE!
The Search for the
Perfect Trend
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CHAOS HATS OUTDOOR COLLECTIONIn a trip down memory lane, the Outdoor Collection is retro with bright colors and happy neon stripes, confetti speckles with a splash of color and 3D textures. For men in active sport this includes bold color blocking, strong varied stripes, rich and bright colors, with updated pallets in yellow, teals, blacks and oranges.
HEADSWEATS / LOUDMOUTH COLLECTIONHeadsweats, a leader in performance headwear for athletes, is partnering with Loudmouth on a fun, brightly colored technical headwear line. All products in the new Loudmouth collection feature Headsweats’ proprietary Eventure woven fabric in a variety of Loudmouth’s signature wild patterns and striking colors. Styles will include Headsweats’ top-selling Supervisor, Performance Podium Hats, Performance Trucker Hats and Performance Headbands. MSRP $20 - $24.
Striking colors
Warm and insulated
Old school style
Retro
SMITH / QUESTATo celebrate the brand’s 50th anniversary in 2015, Smith is releasing three models under its Archive Collection for Spring. The Questa features a retro-pattern etched into the metal of the nose, as well as a wire-core temple. The design speaks to Smith’s history when glasses were designed a block off Main Street in Ketchum, ID. MSRP $80 (non-polarized lens); $119 (polarized lens).
SUNDAY AFTERNOONS / KODIAK CAP AND NIMBUS FEDORANew for Fall 2015, the warm and insulated Nimbus and Kodiak hats are found in Sunday Afternoon’s new Northern Collection. The hats are designed to go from rough trails to town in style and comfort. The Kodiak Cap features an insulating fleece liner, plus a pull-down ear cover to keep frostbite at bay. The Nimbus Fedora is fleece-lined with a brim for visibility and protection from the elements. MSRP $42 (Kodiak); $44 (Nimbus).
14 • Outdoor Insight • January 2015
24 • Outdoor Insight • January 2015 outdoorinsightmag.com
Goggles and sunglasses are one of the most recognizable product categories in snow-sports. Spending any time on the slopes requires eye protection. And snowsports enthusiasts are continuing to challenge eye-wear brands to deliver products that are not
only technically advanced but that also match the latest fashion trends. Managing that balance requires careful attention to buyer’s shifting purchase criteria.
On a macro level the market for goggles is largely driven by aesthetic trends and graphics coupled with features such as optical quality and lens technologies, according to Joe Snyder, goggle category manager, Smith Optics. “At Smith our inter-changeable series leads the way,” he says. “Individuals have unique preferences. What one consumer appreciates, another may not be interested in. With this in mind the Smith collection has a diverse offering. Providing goggles in key price points with features that are required for the elite to the beginner.”
Ben Flandro, eyewear category manager, Smith Optics, offers his perspective on sunglasses: “Consumer demand is depen-dent upon the individual consumer and there are a lot of them. Even within consumer groups, these feature sets can vary. Our goal is to identify the wide variety of feature sets and determine which should be present and which should be intentionally omitted in order to provide customers with all the things they want and none of the things they don’t,” says Flandro.
“I suppose that can sound a bit cryptic, but for some progres-sive design, coloration and forward lens tints are the only fea-ture set to be considered,” he adds. “Conversely, others demand Megol rubber contact points to ensure a secure fit during sport activity, or advanced lens filtration to eliminate glare, and adjust to varying light conditions. Our goal is to appropriately tailor
the feature sets of each style to the specific customer group.”Julbo has a long history in creating sunglasses for moun-
taineering applications, but the brand’s first goggle models were introduced a few years ago. “Our original designs were influenced by European design. Now we are move toward appearance that mirrors what the North American consumer is looking for,” says Nick Yardley, CEO of Julbo USA. “We’re offer-ing large lenses without any interference with the user’s vision,
either peripheral or straight on. Our new Universe goggle winter delivers 30 percent more peripheral vision older models. With today’s technol-ogy we can provide an athlete with a very good wrap around the face so they get very good peripheral vision but they don’t get much light leakage. A skier can get the same pro-
tection they would get from a mountaineer sunglass with side shields but they have very good peripheral vision as well.”
New construction methods and innovative lens and frame materials allow designers to create eyewear that’s lighter and more comfortable with improved optics. “At its core our design philosophy remains unchanged. Our process however is continually evolving to take advantage of new technologies, materials and manufacturing processes,” says Smith’s Snyder. “Each goggle we produce starts with a purpose, fulfilling a need within our collection and ultimately a need within the market. Creating current models requires that we examine that need in the collection and market coupled with current trends and then executing our philosophy.”
Best of Both Worlds
Vuarnet Glacier. MSRP $540.
EYEWEAR
GOGGLES AND SUNGLASSES
BALANCE FASHION AND
TECHNICAL PERFORMANCE.
New construction methods and innovative lens and frame materials allow designers to create eyewear that’s light and comfortable with improved optics.
KEY TRENDS
1Aesthetics
rule all
2Interchangeable
lenses and ease of use
3Optical quality
4 Individual
preference drives design
5Lighter construction
and comfort are both crucial
January 2015 • Outdoor Insight • 25outdoorinsightmag.com
Under Armour Keepz Storm. MSRP $149.99-$159.99.
Smith I/OX Elite Turbo Fan goggle. MSRP $275.
Steve Rosenberg, co-founder and CEO, Kaenon, says, “As the company has matured, so has our line and our approach. Between the men’s and women’s styles, we’ve developed key categories of performance, active lifestyle and leisure lifestyle. Within those categories, we’ve seen families of suc-cess develop. Sales have dictated certain styles and product categories that resonate and register with our consumers, thus, we’re designing and developing new products within these successful categories to provide consumers with more of what they want.”
Flandro notes, “Our design philosophy has evolved over the last couple of seasons to bring a much higher level of refinement to each piece. We have built a vast fit and design platform to greatly increase the speed with which we can create beautiful styles that fit exceptionally well every time. By adding in-house prototyping capabilities to this mix, we accelerate the speed with which we can refine new designs and further add to our fit and design archives,” he says.
In 2014, Vuarnet returned to the U.S. market with an updat-ed collection of sunglasses. “Our objectives are simple and go back to our roots,” says CEO Stefano Fabris. “The original design philosophy of Vuarnet was to mix timeless style with functionality. Now with our new technology, we can bring the functionality and design to a higher level.”
Brands seek to attract consumer attention and loyalty with a collection of proprietary approaches to design, construction and choice of materials.
Kaenon’s Limited Edition Winter Frost Collection features five of the brand’s most popular frame styles across perfor-mance and lifestyle categories. Designed in California and made in Italy, the frames are uniquely finished, resembling a “frosted” winter look and are best described as a silky, smooth matte finish over the crystal-colored frame.
Wearable Technology’s FutureWearable technologies have created a lot of anticipation
with snowsports enthusiasts. But the question of whether goggles and sunglasses of the future will continue to develop displays that record video and track a long list of data points is still up for debate.
“I don’t believe [wearable eyewear technology] to be a fad. Today this is a niche market and it may continue to be a niche market, but it will continue,” says Snyder. “As technology improves and the functionality of the products being present-ed improves, we may see it takes more of a hold.”
Smith’s Flandro offers these thoughts on how wearable technologies will influence sunglass design: “It’s yet to be seen. There are arguments to both sides at this point. There are many interesting advancements in the world of wearable technology, and as the pieces continue to shrink in size and be refined in true functional benefit, they have the potential for becoming a larger and larger part of our everyday lives.
“Conversely,” he adds. “many individuals are realizing that electronics already capture a significant portion of our every-day lives and they are seeking to detach from them. We rec-ognize this and strive, again, to provide products both for the individual wanting to stay connected as well as those simply looking to get outside and reconnect with nature. Which one will win out is still undecided.”
Yardley notes, “If you look at the current technology that’s being built into glasses and goggles it’s very gimmicky com-pared to what’s in an iPhone 6 or FitBit. Those companies are so far ahead of the field in what’s going into sunglasses or goggles. I don’t see many of the big players investing in that kind of technology. Instead they are backing down from that approach or just making a signature piece as a novelty.”
Kaenon Hard Kore Frost. MSRP $224.
SPY Ace goggle. MSRP $130.
Julbo Aerospace. MSRP $220.
Zeal HD2 MSRP $499.99
145,009 UVpM 860,038 UVpM 226,082 UVpM
42,970 UVpM
66,239 UVpM 11,887 UVpM 148,252 UVpM
97,388 UVpM
195,099 UVpM
7,284 FB fans
Blog
19,452 UVpM
ISSUE 1502JANUARY 12, 2014
The Weekly Digital Magazine for the Sporting Goods Industry
Come See us at Outdoor Retailer Winter Market 2015 Booth #5009
JANUARY 12, 2015 | SGBWeekly.com 9
Originating in Sun Valley, ID in 1965, Dr. Bob Smith, orthodontist and ski bum, developed the first sealed thermal lens and breathable vent foam goggles so he could get in a few more powder runs on days when everyone else had to go back indoors.
And with its golden anniversary celebration in 2015, the company he founded is staying true to its vision of pioneering products to fuel fun out-doors, with a brand that has come to represent a lifestyle that millions strive for everyday.
“Our vast heritage of product innovation has formed who we are as a brand today. Smith first revolutionized the outdoor experience through the introduction of the first interchangeable lens system for sunglasses and snow goggles then quickly took fog-free goggle technology to the next level with the launch of two new ventilation systems for seamless goggle/helmet inte-gration,” the company said. “Over the next few years, Smith developed the world's largest eco-friendly sunglass collection. Most recently we created the most scientifically advanced polarized lens technology, ChromaPop, while simultaneously creating a dramatically new approach to ventilation and pro-tection in snow and bike helmets through the use of Aerocore technology.”
Whether its snow, bike, fish, surf, performance or outdoor adventure, Smith is dedicated to making products that empower its customers to stay outside longer.
“As a declaration to our future progress, we are proud to announce the new visual identity of Smith. Following a refined brand platform that modernizes our beliefs, values, and who we stand for, Smith will re-launch our entire product range in January 2015 with a new logo and brand pre-sentation. With clean, modern and refined letterforms, the updated logo hearkens back to our original identity and speaks to the fundamental tenets of our brand: performance, movement, and essential design,” the company said in a statement.
Throughout 2015 Smith will globally roll out its new identity across in-store visuals, consumer and trade advertising, updated website, and new product packaging, in addition to product logo updates on goggle straps, snow and bike helmets, lifestyle and performance sunglasses and ophthal-mic eyewear.
Now with 50 years of innovation and design experience behind it, the company is widely known as an industry leader that pioneered advanced eyewear and helmets that incorporate dynamic technologies with clean styling. “From sand to snow, to us, the experience really is everything; Here's to one hell of a good time for the next 50 years,” the company said. Their athletes, brand ambassadors and traveling exhibits at on-the-ground sports events are an important part of the outdoor industry experience that shows no signs of slowing down.
SMITH CELEBRATES 50 YEARS WITH NEW BRAND IDENTITY
By Aaron H. Bible
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OFFICIAL PUBLICATION OF THE 2015 SIA SNOW SHOW PUBLISHED BY ACTIVE INTEREST MEDIA EARLY JANUARY 2015
Try ItThe On-Snow Demo’s new three-tiered pricing lets you customize your experience testing the latest gear & accessories at Copper. (p. 16)
Plan It This detailed guide to the show gives you a 360-degree view of opportunities to learn, network and party. (p. 20)
Learn ItGet all the details on SIA’s new Industry + Intelligence daylong event on Jan. 28 with Paralympic medalist Amy Purdy. (p. 8)
“SIA is important to maintain relationships within the industry, see complete line offerings & catch up with old friends.”
—Josh Roberts, Milosport, Utah (p. 6)
GET SOCIALStay in touch on Facebook, Instagram & Twitter during the Snow Show, Industry + Intelligence and On-Snow Demo: #SIA15, #SIA15intel and #SIA15demo.
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ABOUT THESHOW
IT’S THE EVENT TO SEE AND BE SEEN AT IN THE SNOW SPORTS industry. The SIA Snow Show launches Jan. 29-Feb. 1, 2015, at the Colorado Convention Center in Denver, Colo. Expect more than 18,000 retailers, ven-dors, reps, media and other insiders at the event of the year, where you’ll get face time with the brands you sell and a sneak peek of next season’s gear – including skis, snowboards, apparel and the hottest accessories.
You’ll also get timely industry insight you can act on with the new Indus-
try + Intelligence event on Jan. 28, as well as educational seminars and events throughout the Show.
Don’t miss the opening ceremony Jan. 29 celebrating the 2015 FIS Alpine World Ski Championships coming to Vail/Beaver Creek, Colo., in February.
And on Feb. 2 and 3, head up to the mountains for the On-Snow Demo/Ski-Ride Fest and Nordic Demo at Copper Mountain Resort to try out the latest in ski, snowboard, backcountry, cross country and snowshoe.
Why the SIA Snow Show is a Must-Go ShowPAST ATTENDEES DISH ON WHY THE SNOW SHOW IS THE PLACE TO BE IN 2015 INTERVIEWS BY COURTNEY HOLDEN
“SIA is where we can go and see the whole line, no mat-ter if it’s equipment, clothing or accessories. It’s nice to be able to see everything in ev-ery color and to go back and rehash something we might have seen before. Also, I like seeing new companies that might be there. We’re not afraid to bring in a new company or product to see how it goes.”
—Brad Buckman, vice president and marketing di-
rector, Buckman’s Ski Shops, Pennsylvania
“SIA is important to main-tain relationships within the industry, see complete line offerings from our brands and catch up with old friends.”
— Josh Roberts, president, Milosport, Utah
“It’s the place to go to see as many manufacturing companies as you can see under one roof at one time. It’s the latest and greatest of everything that’s going to be coming through the stores in the next six to eight months. I think people do a disservice to themselves by not going.”
—Susan Woody, sales rep, Turtle Fur
“All of us here at Smith look forward to SIA every year. It’s a chance for us to recon-nect with old friends and partners, see the progression of the snow sports industry and get plenty of work done, all in one place. We love the laid-back, yet energetic vibe that’s unique to the SIA trade show and the snow sports industry.”
—Cassie Abel, communications manager, Smith
“Everything is there, all in a one-stop shop.” —Jay Moore, owner, World
Boards, Montana
Get SocialStay in touch before and during the Snow Show and On-Snow Demo on Facebook, Instagram and Twitter. Follow and post:
#SIA15 SIA Snow Show
#SIA15intel Industry + Intelligence
#SIA15demo On-Snow Demo
Go to SIAsnowshow.com/registration now to register. Sign up before Jan. 15 to save $20 off your registration.
To book your room, go to SIAsnowshow.com/hotels for discounts and lodging near the Colorado Convention Center.
For the inside line on sporting events and night life in Denver, including discounts, go to visitdenver.com/SIA.
Download the AppGet the SIA Snow Show App free at SIAsnowshow.com/showapp featuring Show Floor Maps, social media feeds, restaurants and bars, events and seminars, and On-Snow Demo information. PH
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46 SNOW SHOW PREVIEW 2015 | SIAsnowshow.com
AS WITH MOST PRODUCTS, THREE THINGS matter with goggles. The first is style. This season goggles are going rimless. Pretty much every brand is offering big lenses with no plastic border. It’s not just about looking good: Perfor-mance is also key in the purchasing decision. Consumers are still enthralled by the versatility of interchangeable lenses. But don’t count ventilation out of the picture.
The takeaway: Goggles have a lot of demands on them when it comes to looking good and feeling good. The truth? Manufacturers will highlight the eye candy, but there will be plenty of price points and frame options to sell to a wide de-mographic of customers.
LOSE THE RIMS, SWITCH THE LENSES Nearly every goggle manufacturer had the same story when it came to their offerings for 2015-16: The future will be rim-less and interchangeable. Take Dragon. The brand’s new NFX2 includes its Swift Lock Technology and an injected cylindrical lens. That offers a quick, easy, lens-switch system (that even works when wearing gloves) with the optical qual-ity of an injected spherical lens in a cylindrical shape. “Fra-meless goggles seem to be the big trend these days, which is flattering considering Dragon was the first to launch and patent this design,” says Mike Tobia, product director. “It’s truly put Dragon in a leadership position.”
Smith’s Squad Goggle has garnered a lot of attention thanks to a new industrial design featuring a massive cylin-drical lens in a minimal, rimless frame. The brand has also collaborated on interchangeable-goggle models with others, including Woolrich, Owner Operator, Mrs. Eaves, Poler, Adam Haynes and The Land. The Owner Operator collab highlights that apparel brand’s made-in-the-U.S.A. ethos alongside Smith’s commitment to Utah manufacturing. Smith is aware, however, that goggle consumers are a diverse bunch and is offering a wide range of prices and styles.
“Individuals have unique preferences — what one con-sumer appreciates another may not be interested in,” says Joe
Snyder, Smith goggle category manager.Things look rosy at Spy, where the brand has been blissed
out on its Happy Lens technology, which it claims filters light to create “an uplift in mood and alertness while providing re-markable color and contrast enhancement.” That groovy lens will be in the new Ace — an injected cylindrical goggle that features Spy’s Quick Draw lens-interchange system.
Oakley has also been busy melding style and function in its new goggles. Expanding on its existing Prizm line, the Flight Deck XM with Prizm Sapphire Lens is inter-changeable, but it is designed to overcome the hassle of carrying and futzing with several lenses on the hill. Nar-row band absorbers that create the contrast in the Prizm lenses also adapt better to shifting conditions during the day. “Rapid lens change systems are now the norm in the premium goggle segment, but users are finding they don’t switch lenses on the slope and instead prefer to select a lens for the day before heading out then expect that lens
to perform even as conditions vary,” said Robert Throop, goggle category director.
Big buzz has surrounded Zeal's HD2 Camera Goggle, but it has also focused on quick lens change with its Auto-matic system. For 2015-16, the brand is expanding its of-fering of polarized lenses. It's adding 14 new lens tints, six of which are polarized with a big focus on those that work on stormy days. And the Colorado-based brand created a new high-transmission base to its photochromic, polar-ized Automatic Lens for an even lighter polarized lens.
NEW ENTRANTHelmet manufacturer Bern, which made waves when it
first hit the market a decade ago with one crossover brain bucket for everything from skateboarding to skiing, en-ters the goggle game at this year’s Snow Show. The brand hits the floor with six styles for men, women and children that integrate with its helmets. Bern is staying away from goggles that are too technical, looking to consumers who want solid value and performance. “People want the tried-and-true constructions that can handle abuse and are du-rable. No one wants to spend $180 to $200 on a goggle and lose the lens the first day shredding, no matter how easy it is to change,” says Josh Walker, Bern brand manager.
AIR IT OUTOne of the biggest performance requirements of goggles has always been ventilation. Fogged-up lenses are useless. To that end, French brand Julbo, which has a foot firmly in the mountaineering and glacier travel tradition, takes aim at the hard-charging backcountry market with its new Aerospace
goggle. The design allows for more separation from the face on an ascent, allowing for more ventilation. The goggles fol-low an emerging trend — that has found the most traction in helmets and apparel — of skiers looking for light, airy gear for skinning up the mountain.
Newcomer Abominable Labs, which raised $59,338 of a $50,000 goal in a Kickstarter campaign in November, is de-claring its F-BOM Goggle with patented KLAIR technology “The World’s First Fog-Free” goggle. Instead of relying on the usual fan to keep lenses clear, the goggle utilizes a film, much like a car’s rear-window defroster, in the lens itself. A frame-mounted battery supplies the power.
—Doug Schnitzspahn
Shifty EyesTOP TRENDS | GOGGLES
RIMLESS STYLE AND INTERCHANGEABLE LENSES TAKE OVER THE GOGGLE MARKET IN 2015-16
"PEOPLE WANT THE TRIED-AND-TRUE CONSTRUCTIONS THAT CAN HANDLE ABUSE & ARE DURABLE. NO ONE WANTS TO LOSE THE LENS THE FIRST DAY SHREDDING."
▲ ZEAL HD2 CAMERA
▲ BERN EASTWOOD ▲ SPY SNOW ACE
▲ SMITH SQUAD ▲ OAKLEY FLIGHT DECK XM
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WITH INCREASED AWARENESS AROUND THE DANGER OF CONCUSSIONS and high-profile head injuries making the news, skiers and riders are recognizing the im-portance of protecting their noggins. As a result, helmets is one of the hottest categories in snow sports, with sales up 13 percent in 2013-14 to $112 million, according to SIA.
For the 2015-16 season, expect to see helmets with amped-up safety technology to ca-ter to skiers’ and riders’ more dangerous antics. MIPS Brain Protection System takes cen-ter stage with big-name helmet companies' adapting it to fit their lids. “The style (people) ski or snowboard today has changed,” Johan Thiel, MIPS CEO, says. “A lot more (terrain) park, a lot more backcountry skiing, definitely more speed, so everything has been pro-gressing to a more extreme type of skiing.”
MOVEMENT TOWARD MIPSHelmets that boast Thiel’s brain-saving system include three components: the foam in-terior liner, the MIPS low-friction liner and an elastomeric attachment system between them. Upon impact, the elastomeric attachment system stretches, allowing the EPS foam liner to rotate independently around the user’s head. The system only moves a few mil-
BOLD MOVES, GROWING AWARENESS OF SAFETY DRIVE GROWTH OF HELMET MARKET
Safety Tech Makes Headway
TOP TRENDS | HELMETS
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limeters, but aims to reduce the amount of rotational force transferred to the user’s brain.Look for MIPS in Smith’s Vantage, a women’s helmet that uses Aerocore construction
featuring Koroyd, a series of polymer cores that absorbs 30 percent more energy than traditional EPS foam. Rossignol presents its first women’s-specific helmet with MIPS technology in the RH2, featuring a fit designed for a woman’s head and complete with color waves and accents that make the brain buckets “an accessory they’re proud to wear as opposed to just being safe,” says Nick Castagnoli, Rossignol spokesperson. Pret’s new line of X helmets does double duty with both MIPS and Recco. Their X-Static antimicro-bial lining also kills bacteria.
Brands that aren’t including MIPS tech typically have another safety system in place. Marker returns with its MAP (Multi-Impact Adaptive Polymer) technology, a lightweight nitryl rubber padding material that regains its shape immediately after impact to reduce dam-age even in a rapid, multi-impact crash. For 2015-16, the tech is added to the ABS hardshell of the Kojak OTIS (Orthopedic Technology Inside) for lightweight, durable defense.
Shred’s Slam-Cap No Season's Slytech Noshock technology includes a honeycomb skin within the EPS foam for protection against varying levels of impact, as well as re-peated impacts. Anon partnered with G-Form for high-level protection in a comfortable package. In the Endure helmet, the liner acts as flexible armor, dissipating nearly all of the energy from a blow. After an impact, it returns to its lightweight and flexible state.
The Auric helmet from POC caters to the demands of park and pipe riders with a durable ABS shell with multi-impact EPP liner, strategically thickened to up protection in the most exposed areas like the ears and temples.
COMFORT AND STYLEComfort continues to be part of the conversation, as seen in Giro’s Range Helmet (with MIPS), which integrates the brand’s new Conform Fit Technology, an update on their In Form Fit System. The Range’s durable yet semi-flexible EPP construction wraps around the head to provide the lowest-profile fit possible, forming to the rider’s head shape with the turn of a dial. Uvex will launch what it calls the first-ever automatic fit system in its
Octo+. The German-made technology uses “tentacles” that generate a vacuum-fit hel-met, eliminating the need for additional adjustment.
Bern operates under the belief that “bulk in helmets is no bueno,” says Brand Manager Josh Walker. “If you don’t like how the helmet looks on your head, you’re not going to wear it.” Bern has taken its Zip Mold Plus — a system of six nylon ribs molded into the polyurethane foam just under the PVC micro-shell — and made it 18 percent lighter.
OSBE brings photochromatic schemes and mirror flashes to its built-in visor. And Briko updates its FIS-approved Volcano with new colors, catering to an expected uptick of pur-chases among racers in response to the United States Ski and Snowboard Association’s new rule that all U-14 racers wear an FIS-approved helmet.
—Courtney Holden
Replacement MarketMark Featherstone, vice president of sales and marketing, Pret Helmets
Q: What consumer behavior do you expect the buzz around safety to spark?MF: People are realizing that helmets don’t have eternal life, that they can have a helmet for awhile, but that they do not last forever. New technology in
MIPS is creating a buzz to come out and replace their old helmet.
Q: Are there benefits to helmets beyond brain protection?MF: People are starting to realize that they’re a fashion accessory or a technical accessory, not just a necessity. Instead of having a black hel-met that is boring and that they have to wear, now people are having more than one helmet in more than one color.
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049_SSP_2015.indd 1 12/9/14 5:25 PM
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Fjällräven
Minimalist performance apparel and eco-conscious camp gear is displayedat the country's largest outdoor apparel market.
Trade Shows > By Product Category > Active
Dakine Woolrich Poler Outdoor Stuff Smith Optics
Graphics draw inspiration from retro hunting themes for A/W 15/16, lending a sense of nostalgia to contemporary outdoorranges. Prints are seen on backpacks, extreme-sports equipment and apparel, ranging from subtle and antiqued finisheson beige and olive grounds, to loud, somewhat abstract interpretations.
Trade Shows > By Product Category > Active