Our Partners
The company has steadily broadened its presence by building relationships with athletes, entertainers, and creators who reflect an active, outdoor oriented way of life. These partnerships play an important role in shaping product development, marketing direction, and overall brand identity. By collaborating with individuals from sports, music, and adventure focused industries, the brand connects its eyewear to real world experiences that involve movement, travel, and performance under challenging conditions.
A major portion of these collaborations is rooted in motorsports, particularly through involvement with professional racing organizations. Working alongside the 23XI Racing team in NASCAR has helped align the brand with high speed competition and visually dynamic sporting environments. Collections associated with racing often incorporate striking color schemes and design elements inspired by the energy of the track, giving fans a way to engage with motorsport culture through wearable products that reflect intensity and motion.
Professional drivers in NASCAR have also contributed valuable perspective to product development. Athletes such as Kyle Busch and Denny Hamlin provide insight based on long hours spent in bright, demanding outdoor settings where visibility and eye protection are essential. Their feedback helps inform eyewear designed for durability, comfort, and consistent performance. This connection to experienced drivers reinforces the focus on building products that function effectively in real competitive environments while maintaining a modern aesthetic.
Rising talent within motorsports, including drivers like Rajah Caruth, has also become part of the company’s ambassador network. His growing visibility among younger audiences helps introduce the brand to new fans of racing and outdoor sports. Partnerships with emerging athletes allow the company to remain connected to evolving sports culture while supporting individuals at different stages of their professional development.
Beyond racing, the company has expanded into other athletic disciplines such as beach volleyball, golf, and outdoor recreation. Athletes like Hailey Harward bring insight from fast paced, sun exposed environments where flexibility, comfort, and reliable eye protection are essential. Her involvement highlights eyewear suited for travel, sport, and active lifestyles, particularly in conditions where lighting and weather can change rapidly.
Golf partnerships also play a significant role in shaping product design. Collaborations with professional golfers such as Sahith Theegala and Chase Johnson focus on eyewear performance in environments where precision and visual clarity are critical. Golf courses often involve shifting light conditions, open landscapes, and extended exposure to sunlight, making lens quality and glare reduction especially important. Feedback from these athletes supports the development of eyewear that balances technical performance with everyday versatility.
The company has also extended its reach into music and entertainment through collaborations with artists who bring creative influence and cultural relevance. Partnerships with performers like Maddie and Tae introduce collections influenced by personal style, storytelling, and artistic identity. These collaborations often result in limited edition designs that reflect the individuality of the artists while offering customers products that feel expressive and fashion forward without losing functional performance.
Outdoor recreation and fishing communities represent another important area of collaboration. Partnerships with anglers such as John Hunter from competitive fishing circuits highlight eyewear designed for highly reflective environments where sunlight and water conditions create visual challenges. These products emphasize clarity, polarization, and durability, making them suitable for both specialized outdoor use and everyday wear. Such collaborations strengthen ties with customers who spend significant time in nature and outdoor settings.
Many of these partnerships result in co created collections that include signature color palettes, unique styling details, and limited release designs. These special editions allow collaborators to contribute directly to product identity while offering customers access to eyewear linked to recognizable personalities and lifestyles. The collaborative design process helps ensure that each release reflects both functional requirements and personal expression.
Overall, the company uses partnerships as a way to bridge product innovation with cultural relevance. By working with athletes, entertainers, and outdoor professionals, it creates eyewear that reflects real experiences across sports, travel, and recreation. These relationships continue to shape product direction while expanding the brand’s presence across diverse lifestyle communities. As its network of collaborators grows, the company strengthens its connection to audiences who value performance, individuality, and outdoor inspired living.