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

May 2015 brand editorial:

1. Men’s Health.com - Tioga, Outlier XL - 8,558,6692. Forbes.com - Outlier - 2,326,8923. Men’s Fitness - Forefront - 627,3524. Men’s Fitness.com - Outlier TI - 1,435,1385. On The Water - Dockside - 30,8636. Muscle & Fitness Hers - Rebel - 93,3587. Loudoutroom.com - Vantage - 1,100,0008. Pinkbike.com - Life Beyond Walls New Zealand 2 - 1,654,3149. Surfline.com - Life Beyond Walls Hwy 101 - 1,452,37210. Men’sJ ournal.com - Overtake - 4,981,45711. Sporting Goods Business - Sunglass Feature - 23,70012. Men’s Journal.com - Parallel - 4,981,45713. Competitor Magazine - Lowdown - 694,05614. Organic Spa Magazine.com - Clark - 88,70615. Vision Care Product News - Elise - 37,08616. Elevation Outdoors - Clark - 40,00017. Gear Institute - Asana - 49,72018. Vision Monday - ODS3, ChromaPop Elite - 60,71819. Philadelphia Inquirer - Audible with ChromaPop - 173,80620. Active Junky - Touchstone with ChromaPop - 300,00021. Surfersvillage - Lowdown XL - 42,728

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: Kate Gaeirkate@kategaeir.com | 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.

1. Paste Magazine - Mt. Shasta2. Fitbie.com - Colette, Lowdown Slim3. SELF - Overtake4. KSL.com - Overtake5. Skinet (SKI/Skiing) - Overtake with MIPS6. Angling Trade - Guide’s Choice7. Triathlete Magazine - Arena, Lowdown8. Mountain Magazine - Overtake9. Outside - Overtake10. Elle - Arena, I/OS Goggle11. Men’s Journal - Pivot Helmet12. Freeskier - I/O Women’s, I/OX, Pivot13. Fish Alaska - Guide’s Choice14. Outside.com - Colette15. Eyecare Professional Magazine - ChromaPop16. Hu�ington Post - Fuel V.2 Sweat X17. Gearminded.com - Arena Max18. Freehub - Forefront with MIPS, Axel with MIPS19. FieldandStream.com - Dockside Howler Bros Collab20. Triathlete Magazine - Sidney21. Transworld Snowboarding - I/O7, Squad, Pivot

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MAY 2015

P L U S : HOW TO TRAIN PAST YOUR BONK POINTPage 38

RUN A FASTER MARATHONA Free 16-Week Training Plan Inside

LONG-RUN INSIGHTS FROM AN OLYMPIAN

The Latest inWearable Tech

Page 20

Running Function Meets LA Fashion 

Page 32

PRE

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competitor

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| MA

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01

5

WHY

STILL MATTERS

CR0515_cover.indd 1 4/15/15 2:50 PM

ON TAVIA

THE NORTH FACE KOKOMO BURNOUT SHORT-SLEEVE$40, Thenorthface.com

ATHLETA HYPERSONIC SONAR SHORTIE

$44, Athleta.gap.com

ON DOM

SMITH LOWDOWN SLIM$70, Smithoptics.com

SAUCONY SPEED OF LITE SINGLET

$48, Saucony.com

34

SoCalCool.indd 34 4/13/15 7:33 PM

THE FAMILY RAFT TRIP | WHITEWATER SUP | SPRING BREWS

MAY 2015 FREE!

ELEVATIONOUTDOORS.COM GO OUTSIDE & PLAY

HIGH ADVENTURE INBRECKENRIDGE

WHO CAN DRAINLAKE FOUL?

FESTIVALOUR ANNUAL GUIDE TO THE BEST OUTDOOR THROWDOWNS

FREEDOM

YampaOF THE

HIKING ROCKY MOUNTAIN

NATIONAL PARK

&Peace, Love450,000 MILES

M AY 2 015 / E L E VAT I O N O U T D O O R S. C O M 43

Festivals 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 PINTNothing 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 MTNGLOWe 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, three-season, 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 post-show afterglow. $350; bigagnes.com

SMITH OPTICS CLARKThese eco-friendly shades allow you to look cool while feeling (at least somewhat) enviro-conscious. Made from 53-percent bio-based material, but looking sharp enough for VIP

FESTIVALGEAR

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 20LWho 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 five-pound pack hauls 18 cans and ice with an insulation system that keeps everything cool for 24 hours. $100; icemulecooler.com

TRAVEL CHAIR LARRY CHAIRIt 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

planbeyewear.com

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The optical site for ALL your needs.

In the News

Smith Unveils New Spring StylesAdding 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.

[ mod. Clark ][ mod. Sidney ]

KEEPING YOUR PRACTICE

SAFE FROM THE THREAT

OF RETAIL THEFT

MAY 2015

SUNWEAR SALES

STRATEGIES TO BOOST

YOUR RX SUN PROGRAM

PREMIUM LENSES

FOUR STEPS TO PRESENT

HIGH-TECH OPTIONS

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

Breaking Bad

BONU

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ACTABLE LINK

TO ANTI-THEFT

TRAINING

VIDEO

32 EyecareBus iness .com May 2015

EB News

23 � PLAN “B” EYEWEARGlacée Collection Spring/Summer

Four bright, bold, and delicately designed

models have arrived just in time for warm-

er weather. Incorporating the signature

lace efect of Plan “B”, these four models

each feature distinct details.

INFO: planbeyewear.com

24 � PRESENTA NOVAShowcase 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 � SAFILOCarrerino

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 con-

trasts between the front and temples.

INFO: saflo.com

26 � SEIKO OPTICAL PRODUCTSFlex Action

New styles have been added to the “Flex

Action” titanium frame line, inspired by the

technology and elegance of Seiko watch-

bands. In addition to two new men’s styles,

the line now features four women’s styles.

INFO: seikoeyewear.com

27 � SHAMIR INSIGHTShamir SPARK (Single-Shot Panorameter

Augmented Reality Kit) is a 3D measur-

ing tool that utilizes an iPad camera and

automatically calculates all frame measure-

ments based on one picture.

INFO: shamirlens.com

28 � SIGNET ARMORLITEKodak Clean&CleAR UV

KODAK Clean&CleAR UV lens coating is the

latest addition to the KODAK AR ofer-

ings 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

23

24

25

27

The Presenta Nova design frm hosted

an after-show party at its new Manhat-

tan showroom. Here, Florian Kneidl

ofers design ser-vices to a client

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

The REM Eyewear team celebrates the launch of its Jonathan Adler Collection at the show with a toast

Santinelli International held a design contest, challenging customers to create original rimless eyewear designs, and showed of some of the creative submissions at its booth

28

(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

34 EyecareBus iness .com May 2015

EB News

29 � SILHOUETTESPX 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 com-

fort and lightness due to its patented

SPX material, along with color and

fnish stability.

INFO: silhouette.com

30 � SMITHStyle Clark

Crisp edges, distinctive thick surfac-

ing, and a classic keyhole nose detail

characterize the eco-friendly sunglass

Clark. it is available in two polarized

lens options and four additional color-

ways with non-polarized lenses.

INFO: smithoptics.com

31 � VISION-EASE LENSDigital Lens Portfolio

With strategic partner IOT, Vision-

Ease 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

29

30

31

Women and Leadership

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 sold-

out 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 authen-

tic,” 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

subscribing to someone else’s path to success.

Her advice to young people in business was

to not wait for professional development oppor-

tunities 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 child-

care, or eldercare, or relationships. Don’t try to be

perfect. Life is never 50-50. Sometimes it’s 90-10.”

Holly Rush, left,

and Lois Romano

Angel Alvarez of ABB Optical Group, right, was the 2015

Gala Honoree at the SUNY Optometric Center’s 12th

Annual Eyes on New York Gala, held at The Plaza Hotel.

With him are Allan Barker, O.D., and Barbara Saltzman,

president of the Optometric Center

(l-r) Essilor’s Howard Purcell, Allergan’s Julian Gangolli,

Luxottica’s Holly Rush, and Kirk Smick, O.D., serve as pre-

senters of The Vision Council’s State of the Industry program

Shamir’s Raanan Naftalovich, left, and Mark Becker, at their

press conference announcing the

launch of the company’s new Glacier Plus AR

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ISSUE 1522JUNE 1, 2015

The Weekly Digital Magazine for the Active Lifestyle Market

14 SGBWeekly.com | JUNE 1, 2015

What’s Trending NowSunglasses

Fashion... Meet FunctionThis year’s sport and outdoor

eyewear trends aren’t just about being trendy

OUTDOOR HARDGOODS

By Scott Boulbol

s the sun makes its long-awaited return each spring, outdoor athletes turn their attention toward sunglasses; especially sun-

glasses 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 tem-ples 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.

A

Photo courtesy Smith Optics

JUNE 1, 2015 | SGBWeekly.com 15

Cliff Robinson, president of icon-ic 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 athlei-sure 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 techno-logically advanced for the most active pursuits – but he does see fashion models 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 mod-els incorporate features to help increase performance.”

“Consumers are finding an apprecia-tion for the functional elements of spring hinges, rubber nose pads, temple tip de-signs that can keep the product on their faces,” said Costa’s John Sanchez, VP of product development for one of the indus-try’s fastest growing brands. “The consum-

ers 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 already doing this or looking into it in the near future. Whether using bamboo or other sustainable 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” materi-als. “All plastics in our sunglasses are bio resins and contain no pe-troleum,” 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 anaero-bic (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 of-ten 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 Pop-ticals and Switch offer unique and innovative options: foldable but sturdy frames for more convenient storage and magnetic lens inter-change 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 non-RX “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, cy-cling 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

Joe Snyder, Category Manager, Smith

Mike Lewis, Marketing/Team Manager, Zeal Optics

John Sanchez, VP Product development, Costa

Cliff Robinson, President, Revo

18 SGBWeekly.com | JUNE 1, 2015

CostaCosta 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 mi-grating 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 indus-try, 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 defi-nitely 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, cat-eye look without compromising on per-formance. The integral hinges and non-slip nose pads and temple tips offer a durable, comfortable fit, while the same Costa polar-ized lenses offer the same clarity and preci-sion.

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 “nerd-looking” glasses, with sticky rubber temples 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.

SmithSmith 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 lens-es, 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 pack-age when inserted into one of the many frames that can accommodate it.

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 light conditions and activities, and of course if the frames break or you want

new ones, no need to get a new RX lens.

SpyAnother 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 poly-saccharide 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 per-formance sunglass SPY has ever dreamed to create.” The interchange-able lens option, includes their po-larized “Happy Lens,” and a ventila-tion 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 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.

VuarnetThe 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 renowned for clarity, precision and dura-bility with no distortion like some plastic lenses. And they’ve added a mirrored coating for more flash, plus a polar-ized option for added contrast.

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

Smith RXODS3

Spy Rocky (top) and Daft (bottom)

Top to bottom: Costa Cortez, La Mar and Pawleys

Vuarnet OO2

Native Flatiron

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