Oakley Innovation Achieves Unrivaled 3d Eyewear

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16th September 2010, 04:07am - Views: 1032






Business Company Oakley, Inc. 2 image







MEDIA RELEASE PR41274

 



Oakley Innovation Achieves Unrivaled 3D Eyewear


FOOTHILL RANCH, Calif., Sept. 15 /PRNewswire-AsiaNet/ --



             First 3D Eyewear on Earth with Optically Correct Lenses


    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(TM) technology, 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.

Business Company Oakley, Inc. 3 image


    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(R)

(HDO(R)) 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 alignment and keeps the

frame comfortably in place without the unbalanced pressure points common with

ordinary frames.


    Visit Oakley.com (


about the company's optical innovations (



    About Oakley, Inc.

    Established in 1975 and headquartered in Southern California, Oakley is

one of the leading sports brands in the world. The holder of more than 600

patents, Oakley is continually seeking problems, solving them with inventions

and wrapping those inventions in art. This philosophy has made Oakley one of

the most iconic and inimitable brands on the market, with innovations that

world-class athletes around the globe depend on to compete at the highest

level possible. Oakley is famed for its insuperable lens technologies such as

High Definition Optics(R) (HDO(R)) which is incorporated into all Oakley sun

and prescription eyewear, and goggles. Oakley has extended its leadership

position as the world's leading sports eyewear brand into apparel, footwear

and accessories collections. Laser focused on the consumer, Oakley has both

men's and women's product lines that target Sports Performance, Active and

Lifestyle consumers. Oakley is a subsidiary of Luxottica Group. Additional

information is available at http://www.oakley.com.


    About Luxottica Group S.p.A.

    Luxottica Group (MTA: LUX; NYSE: LUX) is a global leader in premium

Business Company Oakley, Inc. 4 image

fashion, luxury and sports eyewear with more than 6,300 optical and sun

retail stores in North America, Asia-Pacific, China, South Africa and Europe

and a strong and well-balanced brand portfolio. Luxottica's key house brands

include Ray-Ban, the best-known sun eyewear brand in the world, Oakley,

Vogue, Persol, Oliver Peoples, Arnette and REVO, while license brands include

Bulgari, Burberry, Chanel, Dolce & Gabbana, Donna Karan, Polo Ralph Lauren,

Prada, Salvatore Ferragamo, Tiffany and Versace. In addition to a global

wholesale network covering 130 different countries, the Group manages leading

retail brands such as LensCrafters, Pearle Vision and ILORI in North America,

OPSM and Laubman & Pank in Asia-Pacific, LensCrafters in China and Sunglass

Hut globally. The Group's products are designed and manufactured at its six

manufacturing plants in Italy, two wholly-owned plants in China and a sport

sunglass production facility in the US. In 2009, Luxottica Group posted

consolidated net sales of 5.1 billion euro. Additional information about the

Group is available at http://www.luxottica.com.


     SOURCE:  Oakley, Inc.


    CONTACT:  Julie Crabill of Oakley Public Relations

              +1-408-219-5617

              julie@innercirclelabs.com










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