Hard to believe this is a first, but Oakley is claiming it pretty hard. Enduring is their new line of “sport performance sunglasses made exclusively for women.”
Created in collaboration with the company’s top female athletes, ENDURING™ addresses all the performance needs of today’s woman while giving her the style of a freshly original, uniquely feminine design.
“Oakley ENDURING™ bridges the gap between form and function to offer female athletes the performance, protection and fit they need, and the style they deserve,” said Colin Baden, president of the company. “Oakley evolved in the world of action sports, serving the uncompromising demands of world-class athletes. Our impressive roster of female athletes gave us a wealth of insight into the wants and needs of today’s active woman. We applied this insight and the knowledge that came from decades of optical innovation to create a world first, the only sport performance eyewear truly made for women.”
Apparently, no one has ever made Oakley sport performance glasses for women before and it’s about time. Apparently, old-school, mini-truck driving girls need performance eyewear, too.
OAKLEY RELEASES ENDURING™ – A WORLD FIRST IN EYEWEAR
New Sport Performance Sunglasses Made Exclusively for Women
FOOTHILL RANCH, Calif., May 7th, 2008 /PRNewswire/—Oakley, Inc. today announced the release of ENDURING™, the world’s first sport performance eyewear made exclusively for women. Created in collaboration with the company’s top female athletes, ENDURING™ addresses all the performance needs of today’s woman while giving her the style of a freshly original, uniquely feminine design.
“Oakley ENDURING™ bridges the gap between form and function to offer female athletes the performance, protection and fit they need, and the style they deserve,” said Colin Baden, president of the company. “Oakley evolved in the world of action sports, serving the uncompromising demands of world-class athletes. Our impressive roster of female athletes gave us a wealth of insight into the wants and needs of today’s active woman. We applied this insight and the knowledge that came from decades of optical innovation to create a world first, the only sport performance eyewear truly made for women.”
Until now, female athletes have been forced to compromise performance, comfort and style by wearing sunglasses that failed to address their specific needs. The fit of the frame has always been a key issue, so Oakley analyzed every aspect of female cranial anatomy to create the best possible fit for women. Baden continued, “Women know ENDURING™ is different the moment they try it on. This is performance eyewear that fits right, feels right and stays in place. A precise fit isn’t just a matter of style – it’s a matter of performance, and that’s why we put so much effort into creating design geometry specifically for women,” Baden concluded.
Oakley ENDURING™ is being hailed as a revolution in sports technology, and the praise is coming from female athletes whose names are in the pantheon of champions. 2008 Olympic hopeful Lolo Jones considers the new eyewear to be essential equipment for training and competition in track and field. “Oakley has created this first-of-its kind product that is optimized with attention to detail in every aspect,” said Lolo. “They recognize that women demand the best products, and they consistently listen to our performance needs to inspire innovation after innovation.”
Annika Sorenstam is another world-renowned sport professional whose performance demands were answered by the new Oakley design. “This is sports eyewear made specifically for women by women,” said the Hall of Fame golfer. “I’ve never worn sunglasses this comfortable. They just feel right, and with the incredible lens technologies that Oakley has perfected, I know I have the best possible vision on the course.”
Product Details
The culmination of decades of Oakley optical innovation, ENDURING™ offers female athletes the ultimate in comfort, performance and protection:
Optimized fit for women, thanks to a design that takes into account the subtle and unique differences which define female facial geometry.
Adaptable fit with two included sizes of nosepiece.
Instant adaptation with an interchangeable lens design that lets athletes optimize performance in any environment.
Smudge-resistant clarity of Oakley Hydrophobic™, a permanent lens coating that repels skin oils, lotions and dust while preventing water sheens from obstructing vision.
Unbeatable performance of High Definition Optics® (HDO®), offering clarity and visual fidelity that exceeds ANSI Z87.1 optical standards.
Wide-open peripheral view with the clarity of patented XYZ Optics®.
All-day comfort of a lightweight O Matter® frame that offers a perfect Three-Point Fit.
Superior impact protection that meets ANSI Z87.1 standards.
100% filtering of all UV thanks to pure Plutonite® lens material.
UV protection for skin via lens contouring that helps shield the delicate areas around the eyes while maximizing side protection against sun, wind and impact.
Styling of uniquely feminine design, highlighted by sculptural contours and true metal icons.
Performance lens options to maximize vision: Iridium® lens coatings for balanced light transmission; vented lenses; and minimized glare via technology that produces the best polarized optics on the planet.
Available with Oakley prescription inserts (single vision only; +2.00 to -5.00 with cylinder up to 2.00).
Included Oakley Soft Vault case with space for storing an extra optional lens
Available in multiple configurations with two unique lens shape options. The ENDURING™ PACE lens is shaped with feminine curves and offers the coverage athletes need for marathon competitions. ENDURING™ EDGE is a slightly larger lens with the attitude to take on any mountain terrain.
Lens colors include Positive Red Iridium®, Black Iridium®, G30™ Black Iridium®, G20™, VR28® Black Iridium ® Polarized and G30™ Iridium® Vented
Frames come in five feminine shades – Damson, Metallic Black, Pearl White, Lipstick Red and Cinder Red
Suggested retail price: $155 – $255
About Oakley, Inc.
Oakley is a worldwide leader in performance optics including premium sunglasses, goggles, and prescription eyewear. Headquartered in Southern California, the company’s optics brand portfolio includes Dragon, Fox Racing, Mosley Tribes, Oliver Peoples, and Paul Smith Spectacles. In addition to its worldwide wholesale business, the company operates retail locations including Oakley Stores, The Optical Shop of Aspen, and Sunglass Icon, the second largest sunglass specialty chain in the United States. The company also offers a wide selection of Oakley-branded apparel, footwear, watches and accessories. Additional information is available at www.oakley.com.
