2013 Smith Optics July Editorial Coverage

JULY 2013 BRAND EDITORIAL

PRESS CONTACT: Cassie Abel | cassie@smithoptics.com | 208.727.6593

Total Seen Montly Circulation: +19,789,721

Total Seen Circulation to Date: +101,126,046

SELECT SEEN BRAND COVERAGE / CIRCULATION

*TOP PITCHES OF THE MONTH

1. Gear Patrol - Showdown - 350,000

1. Eyecare Business - ChromaPop

2. SNOW Magazine - PivLock Overdrive - 30,000

2. American Angler - ChromaPop

3. OutsideOnline - PivLock Impossibly Black - 1,484,079

3. VCPN - PivLock Overdrive

4. Real Housewives of OC - I/O Goggle - 2,200,000

4. 20/20 SunVision Mag - PivLock, Overdrive, Approach

5. USA Today - ChromaPop - 1,674,306

5. Popular Science - Audible with ChromaPop

6. Yahoo News - ChromaPop - 7,908,120

6. Men’s Health - ChromaPop, Vantage w/ Aerocore,

7. ABC News - ChromaPop - 1,415,184

PivLock Overdrive

8. KIRO News - ChromaPop - Unavailable

7. Fly Fishing in Salt Waters - ChromaPop, Low Light Ignitor

9. San Francisco Chronicle - ChromaPop - 218,987

8. Wired Magazine - PivLock V2 w/ ODS2

10. Gear Institute - ChromaPop - Best in Show - 13,000

9. Hatch Magazine - Dover with ChromaPop

11. Bassmaster.com - Frontman - 2,000,000

10. Blister Gear Review - Vantage, Prophecy Turbo Fan

12. Angling Trade - Dover with ChromaPop - 19,452

11. Active Junky - Goggles, Helmets - Chile Winter Test Trip

13. TW Moto - Cooper Webb Cover - 101,940

12. Men’s Journal - ChromaPop

14. Sports Illustrated Kids - Moto Goggles - 699,797

13. Fitbie.com - Ridgeway, Lowdown

15. Sunglasses Magazine - Approach Max - 19382

14. MensHealth.com - Approach Max

16. Eyecessorize - Woodward - 59,589

15. Scott Yorko - Freelance - Approach

17. RacerX - ChromaPop - 69,766

16. Trail Runner - Approach

18. OR Show Daily, Day 1 - Dover with ChromaPop - 13,000 17. Prevention - Soundcheck 19. OR ShowDaily, Day 4 - Best Booth HM - 13,000

18. EpicLife Magazine - Helmet/Goggle

20. Outdoor Insight - New Releases/Interview - 5,000

20. Men’s Journal - Vice, Dolen

21. Snowboard Mag Online - Rat Race Video - 165,004 ABOUT SMITH: Based in Sun Valley, Idaho, Smith Optics, Inc. was founded in 1965 with the creation of the first goggle featuring a sealed thermal lens and breathable vent foam. Today, Smith is known for its diverse line of sunglasses, snow, and motorsports goggles, snow helmets, prescription eyewear, and ballistic eye protection. Smith’s devotion to authenticity, innovation, performance and style has made Smith the choice of outdoor athletes and enthusiasts worldwide.

For more information, check out www.smithoptics.com

*Please note that a pitch does not guarantee that the above mentioned product will appear in print.

http://www.gearinstitute.com/gear-news/industry-news/item/best-new-gear-awards-outdoor-retailer-2013

http://gearpatrol.com/2013/07/22/five-for-the-road-best-driving-sunglasses/?read_single=1

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JULY 31, 2013

OUTDOOR RETAILER DAILY

the industry debates an evolving role*

ATHLETE OR AMBASSADOR? news

Sun, surf, sales Scenes from demo day, plus summer revenue figures and market insight from retailers

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gear trends

Faster & lighter Previews of packs, hydration, climbing gear and headlamps that caught our eye PG.

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NEW PRODUCT GALLERY DINING GUIDE FREE STUFF!

new exhibitors

First-timer finder A guide to 254 brands, with our daily Q&A spotlight on eight of them

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*Sasha urges you to tweet this cover.

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OUTDOOR RETAILER DAILY JULY 31, 2013

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7 ELEVENTH-HOUR SWITCH:

Gear Trends

Demo Day at Pineview Reservoir proves to be popular despite a lastminute move from Lake Jordanelle due to low water levels.

Packs — hydration, technical and donein-a-day models — get a close look from our category specialists.

Also inside: new climbing hardware and shoes and headlamps.

8 SUMMER SLOWDOWN?

Retailers report on 86

stores, plus a review of sales data that showed a strong May and

New Exhibitors

Keep camp meals hot, infants comfortable outside and clothes clean with these

10 GOT BADGE, NEED ROOM:

A random sampling of showgoers reveals a lot of grumbling and questions about the hotel puzzle.

ORSM newbies.

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Editors’ Picks

12-13 SNEAK PREVIEWS:

Get details on two exciting new events: the Industrial Design Center and Friday’s climbing competition.

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14 YOU’VE BEEN SOLD!

What did you think of Pineview Reservoir as the demo day location?

04 outdoor retailer daily

Gotta go see these: Black Diamond’s B.D.V. Hoody, Brunton’s hydrogen fuel cell, Mio’s heart monitor watch (no chest strap!), Salomon’s Minim Pant and four other new products.

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Granite Gear heads our report on recent acquisitions.

16 QUESTION OF THE DAY:

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Four regular consumers, four fresh looks at ORSM. Our team of Backpacker magazine readers share their man-on-the-

other helpful stuff 102 Logistics

Find critical show information here, like kid- and caninetransportation and more.

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Dining Guide

A map to local restaurants catering to every culinary preference.

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Calendar

First up: Hurry over to this morning’s OIA Industry Breakfast, with a focus on retail innovation. We also want to see seminars like “ROI WTF?” (3 p.m.), zone activities like Lucy’s “Yoga for Athletes” (10 a.m.) and demos like the BungyPump trial descriptions and directions to hundreds of events here, plus

new product gallery

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SMitH OPtiCS’ Dover Sunglasses feature an 8-base wrap style, Evolve bio-based frame with medium to large coverage, offering full protection from direct and peripheral sun glare. ChromaPop Lens Technology increases clarity by eliminating color confusion for the brain, ultimately recognizing true color, faster, regardless of lens tint.

(MSRP $209) #31027E www.smithoptics.com

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The newest SAUCONY Guide 7 is the ultimate training partner, providing stability with flexibility in one of the lightest shoes in its class.

(MSRP $120) #39175 www.saucony.com

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Tired of lugging around that huge, impractical wallet? Made to exceptionally high standards, the SoftTech Nylon Womens Original Wallet by ALLett is slim, feather-light and holds everything. Made of SoftTech Nylon, the essentially weightless material is water-resistant and paper-thin yet tough as nails. Handcrafted in San Diego, Calif.

(MSRP $32) #21 www.thinnestwallet.com

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One of four new styles in GOLite FOOtWeAR’s new Recovery category of after-sport footwear, the Calamus offers great comfort and stability to help recover from a tough day on the trails.

(MSRP $75) #29177W www.golite-footwear.com

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Heading to the beach, the park or just on your way to work? The UNiqUe BAtik Striped Boardwalk Bag will hold it all. Soft, durable, handwoven cotton, striped in fun colors. Wide enough to hold a laptop, yet slouches smaller on pretty gold grommets. Fully lined, with a dividing zippered pocket.

(MSRP $44) #7 www.uniquebatik.us

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MYSteRiOSO presents its new Hydrawear gear for 2014. These shirts for men and women have a compression-fit silhouette that works with a series of tension bands that integrate a 1-liter hydration bladder into the shirt. Applicable for many sports, in and out of the water.

(MSRP $110) #34113 www.mysterioso.com

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Best of Booth Awards sNEWs editors recognize ORsM’s most original designs and displays in 7 categories.

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Teva time!

Club Elevate revelers were treated to a bacchanalian night of funky, funny music.

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Last chance to see...

Whip up a day 4 hit list by consulting our guides to notable ORsM introductions.

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THE FIRST ASCENT® BACKDRAFT JACKET › The best ever fusion of warmth and breathability. Built with compressible PrimaLoft® One insulation and an engineered mix of fabrics for superior warmth and weather protection and exceptional breathability. Guide built and trusted by Eddie Bauer free climber Katie Lambert.

LIVE YOUR ADVENTURE

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1. Grayl (#OV838) 2. Teva (#8026) 3. Mammut (#3013) 4. High Sierra (#16041) 5. Cascade Designs (#16027) 6. Patagonia (#13027) 7. Brooks Sports (#36197) 8. Gerber (#18001) 9. Sunski Sunglasses (#PV133) 10. Smith Optics (#29027) 11. Horny Toad (#30051)

Best of Booth Outdoor Retailer 2013

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Photos by Robin Enright

It’s the moment you’ve been waiting for — Outdoor Retailer’s best displays and booth designs. SNEWS Merchandising Editor Robin Enright clocked countless miles across the Salt Palace, visiting exhibitors of all shapes and sizes. Her criteria in selecting these winners (watch for the full story at SNEWSnet.com) focused on originality, color, cleanliness of presentation and innovative uses of objects and imagery.

overall BoB Mammut’s 30-by-60-foot stunner (photo 3) creates a powerful story with compelling graphics and crisp, clean lines. The very graphic running image catches the eye immediately, emphasizing the 151-year-old company’s rich mountain heritage. most Improved BoB Cascade Designs (5) aced the challenge of housing multiple brands, building an elegant, well-ordered

display that connects the products while allowing each brand some individuality.

Interactive BoB Gerber (8) upgraded from a museum display to a comfortable, interactive feel that allows attendees to explore and experience products easily. high energy BoB High Sierra (4) generates visual energy with its angular components and enormous backlit lifestyle graphics; the slanted red slat pops effectively against the simple gray, black and wood-grain palette. environmental BoB Sunski Sunglasses (9) just launched in January, but it already knows how to make a statement. Witness its 10-by-10-foot, cardboard-constructed — and to be recycled — booth. Brick boxes support a simple plywood table that showcases the colorful sunglasses.

simply stunning BoB The elegant design of Grayl’s (1) filter bottles carries through to its booth, with simple graphics and a bubbling demo fountain that puts product center stage.

Change It Up BoB A repeat winner from Winter Market 2013, Brooks Sports (7) shakes it up with mixed-media merchandising that draws attention to its new footwear product, the Transcend. honorable mentions: Horny Toad (11): Natural elements add nice texture.

Patagonia (6): Detail and story are strong pulls.

Smith Optics (10): Bold color creates focus.

Teva (2): A sandal circle and front-of-booth display emphasizes the company’s expertise and longevity. august 3, 2013 / day 4

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Eye Candy

Inventive designers married symmetry to smart product presentation.

1. Wheel of fortune: Teva created a vibrant flower motif for its 30th anniversary, arranging its current styles on an exterior wall. 2. Strap-ons: A clever layout from North Water Paddle Sports displays webbing, daisy chains and fasteners that epoxy to your raft to create custom lashing points. 3. Vision thing: Suncloud Optics cuts visual clutter. 4. Functional beauty: Keen launched its new amphibious shoes 5 with 4 a display that doubles as a wall. 5. If the shoe fits: At Timberland, dozens of well-worn lasts attest to the company’s boot-building heritage.

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eyewear

See your true colors

lenses for low light  Smith Optics Overdrive

Sunglasses go hi-def with easy-swap lenses

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Changing the way we see

the world is a top innovation driver for next season’s eyewear, as brands focus on lenses and how consumers swap them out.

Smith Optics (#29027E) unveils its ChromaPop color-optimizing lenses designed to increase color clarity and improve function in low light.

“It eliminates color confusion for the brain, so your brain’s recognizing true color faster,” said Cassie Abel, communications manager at Smith Optics. “You’ve got high definition in the greens — so you’re actually seeing individual blades of grass — and reds and pinks and oranges, and you’re seeing them in their true colors, not in a dulled-down version through your sunglasses.”

The lenses, available in six models (MSRPs $219-$259) are as clear as glass, Abel said, but with plastic’s lightweight and impact-resistant benefits, an upgrade to Smith’s current premium

lens, which was made with Techlite glass. The lens, which will be made with the polarization at the front, also shows potential for prescription sunglass wearers, who often see the true color of a lens diminished as the layers are shaved away to match a prescription.

Tifosi Optics, Inc. (#BR447) introduces a new lens collection. The Clarion (MSRPs $70-$80) focuses on consistent color to eliminate lens distortion, while sharpening contrast by filtering more blue light. Lenses are available in interchangeable blue, purple and red colors.

Eyewear companies are taking a closer look at the mechanisms for swapping out lenses, responding to customer complaints ranging from confusion to a concern about breaking the frames for existing systems.

“It’s not simple, and we go back to have simple,” said Gregory Niver, brand manager for Optic Nerve (Mountain Shades Inc., #32061) It’s debuting an

(MSRPs $139-$149).

Smith’s Pivlock lenses are swapped using a hinge at the temple.

The brand is adding a fully rimmed glass to the Pivlock family — the Pivlock Overdrive (MSRP $259).

interchangeable lens technology called Sideswipe, initially in two styles — one for the bike/run market (MSRP $109) and a polarized version aimed at the outdoor snow and fishing market (MSRP $129). “It’s a little lever that you can swipe over to the side and the lens releases,” Niver said. “As opposed to trying to rip the lens out, you’re moving a lever.”

Switch Vision (#PV121) launches a magnetic interchange lens system that uses rare earth magnets to hold lenses in place, but allows for easy switching between polarized lenses for bright light and non-polarized, rose-tinted

Showgoers will see brands responding to an increasing number of female sunglass consumers. After finding its No. 1 sellers at key accounts to be the female styles, but with 80 percent of its line devoted to male or unisex styles, Optic Nerve expands from four to 10 styles for women. Of the four new frames Kaenon (#BR347) adds for next summer, two are for women, the classic Maya (MSRP $229) and the sporty Madison (MSRP $229). Julbo (#6044) adds two female-specific models — in addition to new youth-focused eyewear and the Tensing Flight (MSRP $170), made specifically with base jumpers and paragliders in mind.

--ElIzaBEth MIllER

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$138M+ $OLLAR AMOUNT OF SUNGLASSES SOLD IN CORE OUTDOOR STORES IN AN PERCENT INCREASE OVER #OMPARED TO THE BEGINNING OF LAST YEAR THIS *ANUARY THROUGH !PRIL PERIOD SUNGLASS SALES FELL SIX PERCENT IN UNITS AND TWO PERCENT IN DOLLARS TO SETTLE AT MILLION 3OURCE ,EISURE 4RENDS 'ROUP

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1. Bliz Velocity MSRP $99.95; 2. Zeal Kennedy MSRP $139; 3. Native Highline MSPR $109.00; 4. Native Haskill MSRP $159.00; 5. Smith Optics PivLock Overdrive MSRP $239; 6. Tifosi Podium XC Crystal Purple MSRP $79.95.

Cassie Abel, Smith Optics: “The eyewear category is super-competitive. A mindnumbing amount of choices, and pricing options compete for our customers’ attentions and tastes. Ranging from disposable convenience store rack styles to fabulous luxury fashion pieces.

Meanwhile, we compete for our action sport piece of the pie.

Which is in itself a very fast-paced and trend-fickle environment with new cool brands popping up left and right. Brands that are able to remain relevant with the ebbs and flow of trend cycles, deliver a relevant authentic message, and fulfill the customer’s expectations of quality price and service should do well.�

John Sanchez, Zeal Optics: “Retailers have to put a lot of pressure on the brands. The responsibility is on our marketing team to partner with the retailers to create the right kinds of pointof-sale, training programs and merchandising support.

There are so many business aspects they need to focus us.

You can’t expect them to put their creative energy behind all the segments of products they market. As a brand, we should be presenting wonderful marketing

OUTDOORINSIGHTMAG COM

ideas so the retailers can transfer that knowledge and inspiration to their consumers.�

Alicia Brossart, Native Eyewear: “Lots of people own multiple pairs of sunglasses.

The majority of these multiple frame owners certainly have a pair they use for sports and a fashion casual pair. However, we create lots of styles that cater to multiple categories at the same time. Because of our lightweight, vented frames and proprietary cushioned nose pads we are providing a product that someone could wear running, paddling and on the street.�

Nick Yardley, Julbo: “Consumers are paying close attention to lens technology.

Lenses will always drive interest.

Lenses are the most important part of the sunglass. The more versatile the lens is the broader the appeal. People are certainly looking for sunglasses that cover a wide range. But if they are really about a sport they will pick a specific model that will enhance their performance in that sport.

Then they will pick a lifestyle pair for around time.�

Andrew Gerlach, Bliz Active Eyewear: “We feel consumers

are looking for versatility and affordability.�

Cassie Abel, Smith Optics: “Outdoor buyers are looking for a quality polarized lens, an excellent fit profile, trendrelevant frame shapes and colors are primary. In addition to this, we integrate details into our product that enhance the customer’s performance experience. Exchangeable lens systems, adjustable nose pieces, hydrophobic coatings and rubber nose and temple pads, to name a few.�

Laura Burkett, Gargoyle: “Consumers do purchase for specific needs, but we find consumers are looking for sunglasses to work across a variety of sporting and lifestyle occasions. He may wear our sunglasses on the bike but also expect to wear them going out for a beer with his buddies.�

John Sanchez, Zeal Optics: “Consumers are starting to understand that eyewear can be more than an fashion accessory and can have elements without being too hard core technical and looking like a robot. They are interested in a balance of these segments.� O

SALES TIPS: CATCHING THE CONSUMER’S EYE %NSURE THE STAFF ATTENDS CLINICS SO THEY ARE UP TO DATE ON THE MOST RECENT PRODUCT LAUNCHES AND NEWEST TECHNOLOGIES #ONDUCT SALES CONTESTS TO MOTIVATE SALES STAFF 7ORK CLOSELY WITH YOUR SALES REPS TO MANAGE YOUR ASSORTMENT OF PRODUCTS WITHIN YOUR SPACE $EVELOP A PRODUCT PRESENTATION THAT IS WELL ORGANIZED WELL LIT AND STRATEGICALLY POSITIONED WITHIN YOUR STORE 4RY TO GET THE SUNGLASSES ON THE CONSUMER S FACE TO hWOWv THEM 4HE CONSUMER IS MORE LIKELY TO BUY MULTIPLE PAIRS IF THEY CAN TRY THEM ON 2ETAILERS SHOULD BE ABLE TO PHYSICALLY DEMONSTRATE AND EXPLAIN CONCEPTS LIKE POLARIZATION FRAME DURABILITY

LENS TREATMENTS AND THE MANUFACTURER S WARRANTY %XPLAIN SUNGLASSES WITH POLARIZED LENSES BY SHOWING BUYERS ONE PAIR WITH AND ONE PAIR WITHOUT AND BE ABLE TO EXPLAIN THE DIFFERENCES

*ULY s /UTDOOR )NSIGHT s

OC Heads to Canada! - Season 8, Episode 15

http://www.thesnowmag.com/gear-report-4-top-shades-substance-style/

http://snowboardmag.com/videos/smith-optics-the-second-annual-rat-race-at-mt-hood

Land, Sport RU NSea, NING & A ND CYCLING

The focus of Smith Optics’ Approach Max is on interchangeability and adjustability with three sets of lenses for a variety of light conditions and an adjustable nosepad system that allows customization as conditions require.

A triathlon favorite, Under Armour’s Stride Switch features a patented easy and quick-release magnetic interchangeable lens system.

Its rimless design also provides maximum vision.

THE RIGHT SUNWEAR MAKES RUNNING AND BIKE DAYS BETTER

Hit the ground running in Maui Jim’s Hot Sands—a sleek, flexible model that is ideal for fast-paced sports due to its comfortable fit, durability, and antislip features.

The new Nike® MAX Transitions® Speed Tint lenses eliminate road glare and allow calming red light to enter the eye, which is especially helpful when running. Available in the Nike Show X2, this frame also offers reduced fogging.

Whether a runner or cyclist, the female athlete will appreciate SPY’s Libra.

This smaller-fitting frame is built from durable Grilamid® with SPY’s patented Scoop® ventilation system and comfortable Hytrel™ temple tips.

Whether on foot or bike, the last thing your customers need from their workout or outdoor gear is anything weighing them down or holding them back. The good news is that performance

Oakley’s OO® Red Iridium® Polarized lenses filter out 99% of glare reflected off roads, car, steep mountain sides, and even snow when training at high altitude, reducing eye fatigue so cyclists and runners can perform better and longer on the road.

Shown here is Oakley’s Radarlock™ Path.

Lightweight and ventilated, Bollé’s Bolt style offers a worry-free bike ride with interchangeable lenses suited for all weather conditions, in addition to hydrophobic- and oleophobic-treated lenses.

sunglasses these days are jam-packed with features to ensure smoother runs and rides. Let’s take a look at the latest running and cycling sunwear on the market and explore why they’re

Super lightweight, Julbo’s Stunt is paired with the fast-acting photochromic Zebra lens which is ideal for running or biking in and out of trees or changing light conditions.

Part of Wiley X’s Changeable Series, WX Saint is ready for action with its sleek, and lightweight semi-rimless design for all-day comfort.

Rubberized nosepads and temple tips provide a secure fit.

activities. The right pair can really make all the difference.

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suited for these high-speed—and potentially high-impact—

adidas Eyewear’s adivista boasts an ergonomic frame and temple design, providing a perfect fit under any hat, as well as an adjustable nosebridge and temples.

To read the full preview, visit - http://business.transworld.net/138056/products/smith-optics-201314-preview/

Florida Georgia Line’s experience on The Voice http://www.vevo.com/watch/florida-georgia-line/fgl-and-nelly-in-hollywood-vevo-lift-brought-to-you-by-mcdonalds/USUV71301340

To watch the full video, visit http://www.youtube.com/watch?v=KwqZ5auK2Cs&feature=youtu.be

http://vurbmoto.com/videos/generation-next-martins-first-career-podium-acs-be/14491/