Oakley Partners With Transitions Optical to Offer Non-Prescription Photochromic Sunglass Lenses

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Sunglass Lenses Automatically Change Color to Adapt to Light Conditions

Oakley, Inc. (NYSE: OO) today announced that it plans to partner with Transitions Optical, Inc. to create a line of non-prescription (plano) sunglass lenses that automatically adjust the level of tint with varying ultraviolet (UV) light conditions. The Transitions® Photochromic Technology has been combined with the unsurpassed clarity of Oakley’s High Definition Optics® (HDO®), the impact resistance and optical purity of Plutonite® lens material, and the enhanced visual contrast of Oakley lens colors.

"The patented technologies of Transitions Optical combined with Oakley’s High Definition Optics marks an evolutionary step in sunglass technology, offering levels of performance, convenience and optical clarity the world has never seen," said Colin Baden, president of Oakley, Inc. "Whether you’re golfing, cycling or pounding pavement on a dawn training run, you can’t maintain peak performance unless your eyes keep up with your environment."

"Transitions and Oakley are committed to advancing eyewear technology, and protecting and promoting healthy sight. Given Oakley’s 30 year sports heritage, this is a great opportunity to bring our photochromic technology to outdoor sport performance applications," said Dave Cole, general manager of the Americas, Transitions Optical. "Now, whether you’re an athlete or just involved in outdoor activities these new sunglass lenses provide convenient protection from UV and glare while maximizing visual performance in all lighting conditions."

"If you’re a professional athlete, this combination of technologies gives you performance, impact resistance and clarity that you can’t get with any other product," continued Baden. "Even non-athletes – people who just want better comfort and the peace of mind that comes with knowing their view of the world is as sharp and clear as technology allows while being protected from the sun – will have the opportunity to utilize this combination of the world’s best optical sciences."

Offering an entirely new level of performance for sports and recreation, these variable tint, plano sunglass lens products join the line of Oakley prescription lenses currently available with photochromic technology – Oakley® Transitions® Lenses and Oakley® Iridium® Lenses Activated by Transitions™.

Oakley® Activated by Transitions™ Plano Sunglass Lenses
The Oakley® Activated by Transitions™ plano sunglass lenses will initially be available in two performance colors including Oakley’s VR50™ and Black Persimmon. As UV light exposure increases, the base lens darkens automatically to maintain a precisely tuned level of light transmission – from overcast/flat light to bright sun – ensuring visual acuity is optimized. Additionally, the balanced light transmission helps to boost visual contrast, enhancing depth perception, a key performance benefit that improves visual quality and comfort.

For the initial launch, Oakley expects that six frame designs will be available with the option of Transitions™ Photochromic Technology. They will be sold under their frame name with "Activated by Transitions™" added. These products are expected to have limited availability at Oakley Stores® and Iacon® store locations, and online at www.oakley.com beginning in April. Wider distribution will include additional sport and sunglass specialty stores, and international locations later in the second quarter. For more information, please visit www.oakley.com/opticalsuperiority/photochromic.

Frame Name

Frame Color

Base Lens Color

MSRP

Bottlecap™
Polished Black
VR50™
$170

Half Jacket®
Jet Black
VR50™
$170

Half Jacket® XLJ
Jet Black
VR50™
$170

Half Jacket® XLJ
Jet Black
Black Persimmon
$180

Half Jacket®
Jet Black
Black Persimmon
$180

Crosshair™
]Black Chrome
]VR50™
$210

Whisker™
Platinum
VR50™
$210

Racing Jacket®
Pearl
VR50™
$210

Bottlecap™
Black Chrome
Black Persimmon
$215

Racing Jacket®
Jet Black
Black Persimmon
$220

Oakley High Definition Optics® (HDO®)
Oakley HDO® is a collective platform of patented technologies that offers unsurpassed visual clarity. Optical tests from the American National Standards Institute (ANSI) show that Oakley HDO® makes vision clearer and sharper, virtually eliminating the problems of ordinary lenses such as refractive and prismatic distortion. Pure Plutonite® lens material filters out damaging UV rays including 100 percent of all UVA, UVB, UVC and harmful blue light up to 400nm.

Author

Staff Writer

Date

March 31, 2006