Taking the brand on tour

Sport is one of the most powerful marketing mediums available to eyewear companies but tapping into a market does not have to mean making a technical product for people to play in. Companies such as Oakley, Bolle, Rudy project and Adidas have become major players in sports such as cycling, golf and running by tailoring their product for use in sport. Their route to the consumer is to use the athletes to create brand awareness. When Mark Cavendish wore green liveried cycling specs they became an instant hit. Sports people are also renowned for ’choosing’ to wear particular products rather than being paid to wear them which boosts the following of fans further. This suits some sports but others require a different approach.