Oakley Innovation Achieves Unrivaled 3D Eyewear

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First 3D Eyewear on Earth with Optically Correct Lenses

FOOTHILL RANCH, Calif., September 15, 2010 – Oakley, Inc. today announced that it has engineered innovative new 3D eyewear that both complements and optimizes the technology used in the majority of 3D movie theaters around the world. The company’s proprietary frame innovations have been combined with lens technologies that will maximize the 3D experience with an unrivaled level of performance. Taking advantage of Oakley’s new HDO-3D™ tech¬nology, premium editions in the new line will be the first 3D eyewear on Earth with optically correct lenses.

“Oakley once again confirms that it’s a truly extraordinary brand,” commented Andrea Guerra, CEO of Luxottica, Oakley’s parent company. “We are very proud of this technological breakthrough, which is the result of our outstanding R&D activities and which we believe will drive the evolution of the whole category.”
“Oakley 3D eyewear will be a milestone in 3D entertainment,” said Oakley CEO Colin Baden. “Through our products and partnerships, Oakley will set the standard for optical performance in 3D.”

Baden continued, “We have been collaborating with key industry partners for some time, including making use of DreamWorks Animation’s facility for testing purposes. Oakley is developing a premium product segment with a range of 3D eyewear offerings, and our R&D has achieved unparalleled visual clarity while extending the wearer’s peripheral viewing angle and providing truer alignment of 3D images. This is in addition to the quality, comfort, durability and precise fit of Oakley frame technology, along with styling that sets the high mark for today’s eyewear designs.”

Baden added, “With shutter-based 3D systems, you’re wearing glasses with added weight because they hold a battery, and it requires recharging. Oakley 3D eyewear utilizes the popular system known as ‘passive polarized’ to let the lenses do the job with no need for a battery.”

“It is inspiring that a company with such a rich heritage of innovation has entered into the 3D entertainment market,” said Jeffrey Katzenberg, CEO and Director of DreamWorks Animation. “With all of our work in creating 3D cinematic experiences, we are thrilled that Oakley has advanced the performance of 3D lenses to help audiences get the most out of these films with superior clarity and color,” Katzenberg concluded.
Oakley 3D eyewear will be available prior to the 2010 holiday season. It will initially be sold through premium optical distribution channels in the U.S., followed by a global launch in 2011.

Oakley is pursuing partnerships with manufacturers of home 3D systems that utilize passive polarization. This will allow consumers to use the same eyewear for home and cinema 3D entertainment.

Oakley will provide a range of 3D eyewear designs to address the scope of needs and desires of movie enthusiasts, aficionados and those who will utilize Oakley 3D eyewear for home systems. For its premium editions of this eyewear, the company invented HDO-3D. Oakley High Definition Optics® (HDO®) was developed to give athletes the highest possible levels of clarity and visual performance, and now HDO-3D will do the same for audiences all over the globe as they experience 3D entertainment with a never-before-seen degree of fidelity.

In addition to the first optically correct 3D eyewear in the world, Oakley has achieved the first 3D lenses ever made with high-wrap curvature, essential for maximizing the wearer’s field of vision. A full panoramic view can be experienced without the need to turn one’s head in order to see what is happening at the corners of the theater screen.

The proprietary optical technologies of Oakley 3D lenses are combined with the company’s industry-leading frame innovations. Oakley 3D eyewear is composed of durable yet lightweight materials. The company’s renowned Three-Point Fit retains the lenses in precise optical align¬ment and keeps the frame comfortably in place without the unbalanced pressure points common with ordinary frames.

Please note: The Oakley 3D model shown above was custom made for DreamWorks Animations’ CEO Jeffrey Katzenberg and will not be for sale. Oakley 3D models will be available soon.

Author

Rick Zacharias

Date

September 15, 2010