Industry News 6/15/2007

Giro Goes For It in Eyewear; Worldwide Launch Date Confirmed

Giro Goes For It in Eyewear; Worldwide Launch Date Confirmed
Giro Affirms Commitment to Eyewear Category with Introduction of Performance Sunglasses in Fall 2007 Season

(Santa Cruz, CA) June 15, 2007 – On the heels of its successful launch into the eyewear market with a full line of snowsport goggles for Fall 2007, Giro Sport Design will continue to push the design, construction and marketing of eyewear for action sports to new heights with the introduction of a full line of premium sport performance sunglasses. Launching in Fall 2007, Giro’s initial sunglass line will offer four styles with the same unprecedented level of design and technical detail as Giro’s industry-leading helmet and goggle lines.

“Giro’s brand identity has been established through years of commitment to ride-inspired innovation,” said Aaron Brookes, Giro Business Unit Manager. “Eyewear is a natural expansion of this identity, and our unique blend of culture, capabilities, and consumer insights translates powerfully into the eyewear category. We are making an unprecedented commitment to this business because we believe Giro can make a difference in sport eyewear.” 

To ensure performance and comfort, Giro designers and engineers approach the product development process in their Santa Cruz design lab with their proprietary Super Fit™ engineering expertise and a sculptural, three-dimensional perspective that allows them to refine product to the smallest fraction of a millimeter. Performance is further enhanced with premium optics and a range of lens tints and treatments that provide clear vision and eye protection, as well as RX-compatible frames for custom prescriptions.

Athletes and consumers immediately recognize the benefits of superior fit and function, and their impact on performance. By delivering eyewear based on the needs of elite riders, Giro is attracting an A-list team roster across several sports, including snowboarders Steve Fisher (two-time X-Games Superpipe Champion), Risto Mattila, Kelly Clark (2002 Olympic Halfpipe Gold Medal) Miikka Hast, Wyatt Caldwell, Luke Wynen, as well as top Freeskiers Peter Olenick and Michael Olenick. Additional athlete signings will be announced in the coming months, along with more detailed information about the Fall 2007 sunglass offering.

Look for more info on Giro Sunglasses in conjunction with the collection’s international launch on September 26, or visit their website at