Jun 21, 2023
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Reebok inks smart eyewear partnership with Innovative Eyewear

Jun 21, 2023

Innovative Eyewear announced on Tuesday a new agreement with Authentic Brands Group for the licensing of smart eyewear for sportswear brand, Reebok.


The developer and retailer of smart eyewear under the Lucyd, Nautica, and Eddie Bauer brands said the initial Reebok smart eyewear collection is expected to launch in early 2024 with styles for both men and women.

"Few names are as renowned as Reebok in the athletic marketplace," said Harrison Gross, CEO of Innovative Eyewear.

"Our forthcoming Reebok smart eyewear collection, powered by Lucyd, will continue Reebok's legacy of bold and beautiful craftsmanship coupled with innovation and will align perfectly with today's active lifestyles. We believe sport enthusiasts are seeking designer eyewear that both protects their vision and allows them to remain connected to their digital lives in an open-ear, handsfree format. There are four major segments of the eyewear market: ready-to-wear sunglasses, prescription eyeglasses, safety glasses and sport glasses and our company aims to upgrade all of these categories with our cutting-edge smart features. Our partnership with Authentic for Reebok represents a significant step towards revolutionizing the sport eyewear segment with the convenient access to info and audio content and freedom from reliance on phone screens made possible by our Bluetooth frame technologies."

Authentic Brands Group finalised its acquisition of the Reebok brand from Adidas, on March 1. Since its takeover, the New York brand management company has appointed a new Reebok international head, and inked a new European partnership for Reebok with luxury retailer, Farfetch.

"We are pleased to partner with Lucyd to pioneer Reebok's smart eyewear offering," said Steve Robaire, EVP, Reebok international at Authentic.

"Reebok is known for delivering innovation across all of its product categories. Through Lucyd's Bluetooth technology, we reinforce the brand's standards in this emerging category." 

Reebok was founded in the UK by ​J.W. Foster and Sons, and was acquired by German sporting giant Adidas in 2005. It is currently headquartered in Boston, in the U.S.

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