Transitions in racing mode

Visitors to the Transitions stand at Mido had the chance to view the company's new television advertising and consumer outreach campaign which ties up with its sponsorship of an elite professional cycling team.

Team Garmin-Transitions will use photochromic technology in Transitions VI and Transitions SOLFX and sprinter Tyler Farrar features in the TV ad and point of sale material. More than 3,000 eye care professionals from across the globe visited the stand and had a chance to meet Team Garmin-Transitions riders and staff members, including climber Fred Kessiakoff (pictured) and assistant general manager and former professional rider Andrea Peron.

There was also the chance to try bicycle racing simulators on a virtual course, as well as to win iPods and cycling accessories.