Entitled Power Your Vision, the new adidas Sport Eyewear from Marcolin action-oriented campaign builds on adidas’ performance approach and “focuses on today’s athletes who aspire for enhanced intensity, control, and freedom of movement,” according to the company.
Designed for individuals who consider sports a fundamental aspect of their identity, the campaign revolves around a strong and distinct concept: eliminating visual distractions. To meet this need, adidas Sport Eyewear has developed lens solutions that provide clarity, precision, and reliability, enabling the users to move effortlessly, naturally, and without compromise in dynamic lighting conditions and fast-paced environments, according to Marcolin. Eyewear transforms into both an active performance tool and a mindset for athletes who seek confidence, comfort, and optimal performance.
Frame options
At the heart of the campaign are the new hero-family frames.
KENTRO (SP0123) is a technical solution designed to enhance everyday workouts. Engineered for accessible performance, it supports daily running through an easy-to-wear and stable full-rim style that offers wide lateral vision and photochromic lenses that adapt to changing light conditions.
The KAPHIROS style (SP0122) boasts an ultra-light rimless design paired with a toric lens and a secure adjustable fit to reduce distractions during high-intensity activities.
ALKATOR sunglasses (SP0124) are designed for cycling with a wide, aerodynamic shape that optimizes peripheral vision, durability, and stability. This model is also compatible with clip-in inserts for athletes requiring vision correction.
Optical frames also play a key role, with the SP5117 and SP5126-D styles bringing adidas’ sport-oriented approach into daily eyewear, emphasizing comfort and versatility with a modern, confident attitude.