High Visibility: Eyewear Companies Score Basketball Star Partnerships
|November 14, 2012 3:00 PM
High Visibility features companies, products and collections that are raising brand awareness through strategic partnerships, sponsorships, consumer advertising campaigns and tie-ins to prominent events, etc. To be considered for inclusion please contact senior editors,
Deirdre Carroll or
With so many basketball players going for the geek chic look, it’s no
surprise that eyewear and eyecare companies are tapping NBA stars to
promote their brands and sport their own styles.
VSP Vision Care has adopted Tyreke Evans’ hometown of Chester, Pa., with a commitment to provide uninsured , low-income residents with free eyecare and eyewear. Evans kicked off the collaboration by spending a week in Chester with the VSP mobile eyecare clinic working with local VSP eye doctors to provide comprehensive eye exams and glasses to community members who do not have access to eyecare. Over 1,000 residents were provided a comprehensive eye exam or a gift certificate redeemable at a VSP doctor’s office. VSP will work with public health commissioner Ieasa Nichols to ensure eyecare is provided year round to those in need in Chester.
“It means a great deal to see one of our own come home with a resource that has a positive impact on so many,” said Chester Mayor John Linder.
“Chester helped make me who I am today, and I won’t ever forget it,” Evans said.
Jordan Brand commissioned 9five Eyewear to help welcome NBA point guard, Russell Westbrook, to their team with a customized set of 9five x Jordan Brand reader frames and sunglasses. Known as much for his progressive off-court looks as for being one of the youngest point guards, Westbrook celebrates both distinctions with this collaboration. While the 9five x Jordan Brand collaboration frames are exclusive at this time, stay tuned for further news on a follow-up project.
To celebrate the extension of its partnership with Al-Farouq Aminu, LBI’s Geek Eyewear introduced the Style ‘Rouq ‘03. It combines the bold plastic front Geek Eyewear is known for with a double bar metal side piece that extends to conjoin a wide temple. “We took strong pre-orders of this style,” said Robert Perry, Geek Eyewear’s executive vice president.
“This was the first frame I picked up to launch my line,” said Aminu. “I love to Geek it up and wear this frame.”
“Rouq caused a sensation at the NBA draft,” Geek Eyewear creator Alena Lehrer said. “He was wearing one of Geek Eyewear’s most popular styles. The image of Al-Farouq Aminu wearing Geek Eyewear blew up over the internet, and our phone lines were buzzing.” Within days, a deal was struck with Aminu’s agents, and he has been the official spokesperson of Geek Eyewear ever since.