ADIDAS SUNGLASSES 2025 PREVIEW

Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: Adidas
Interviewee: Marcolin

How was the sunglasses market overall in 2024?
The global sunglasses market continued to grow in 2024, with increasing demand for Sport Eyewear in both the sport and fashion markets. While the EU market showed strong revenue growth, the German market stagnated slightly due to reduced advertising efforts and weather conditions.

What new trends have you seen for sunglasses in board sports for 2025?
For 2025, the following trends are emerging in sunglasses for board sports:

Advanced Lens Technologies – Photochromic, polarized, and UV-protective lenses enhance visibility and reduce glare.
Sports-Luxe Designs – Sporty sunglasses with functional yet stylish designs combine aesthetics with performance.

Which segment of your 2025 offering do you expect to sell best and why?
With sporty sunglasses repeatedly named as the biggest sunglasses trend in 2024, we anticipate continued demand for Sport eyewear in both the sport and fashion world for 2025. Within our Performance cluster, we expect to see continued excitement around our Dunamis and Anemos collections. Both collections will feature new models in 2025 like the Dunamis EVO which also is available in a new, smaller frame size.

What new frame shapes and colours are in your 2025 offer?
Adidas Sport Eyewear covers a variety of shapes and colors, all based on the needs of our customers. From bi-ocular sunglasses to rimless, full-rim and half-rim masks, we work closely with athletes to offer sunglasses that are stylish, comfortable, multifunctional and technical. Our collections always feature evergreen frame colors, like black and white, along with fun seasonal colours inspired by adidas’ core collections, like 2025’s new ‘Crystal’ frames.

Which lens technologies from your 2025 offer are most in demand?
We’re proud to offer high-quality lenses across all adidas Sport Eyewear collections, designed with advanced technical features to meet the diverse demands of a variety of sports. As in previous seasons, the latest adidas Sport Eyewear collection includes a range of lens treatments, tailored to the needs of athletes, such as oleophobic, anti-dust, and anti-scratch coatings. Additionally, we continue to incorporate photochromic lenses in the higher tiers of the collection.

Have you introduced any new lens colours and tints in your 2025 offering?
Each sun lens in the new adidas Sport Eyewear collection is specifically crafted to optimize performance in a variety of different light and terrain conditions. The new collection includes lens colors designed for low, medium, and high light levels, as well as for diverse terrains such as unpaved trails, snow, and asphalt.

What are your marketing stories?
Our goal is to ‘Power Your Vision’ with adidas Sport Eyewear. The 2025 collection continues to build upon the Dunamis family with the launch of the new Dunamis EVO. This new Performance style is built from the DNA of the original Dunamis but is now offered also in a size “Small”, providing a better fit for those with smaller faces. Guided by feedback from our athletes, the Dunamis EVO also features some technical adjustments to meet the versatile preferences of today’s athletes. Like the EVO, 2024’s Dunamis & Dunamis PRO will also be offered in the regular size and an additional, new ‘small’ size. The Dunamis and Anemos sunglasses are worn by athletes during the most important sport competitions around the world and continue to provide the best performance thanks to their high-quality technical features.

How are you supporting retailers to sell this category?
We consistently invest in the knowledge of our representatives through training so they are well versed in the technical details of our collections. Our reps also play a fundamental role in reporting client feedback, thus fine tuning our offer based on real needs from our customers. Additionally, we offer assets for our retailers like window visuals, seasonal ADV materials to help promote our products, and seasonal catalogues that feature all our collections along with descriptions of technical features. For our yearly hero projects, like the adidas Dunamis, Dunamis PRO & Dunamis EVO, we also provide digital assets for a complete, 360° activation.

Key Products:

Dunamis EVO (SP0106):
Adidas Sport Eyewear’s DUNAMIS EVO sets new standards in comfort and durability. An adjustable nose pad and rubberized temples ensure a pressure-free fit. A hidden upper frame adds stability, while lenses feature the signature spoiler design for enhanced aerodynamics. The curved shield shape makes this model truly unique.

SP0106

Dunamis EVO S (SP0107):
The DUNAMIS EVO S brings high-performance multisport eyewear to narrower face shapes. With the same premium features as the original, it offers a perfect fit, comfort, and durability, making it ideal for athletes seeking optimal performance in various sports.

SP0107

Anemos (SP0113):
The Anemos is an extremely light mask with a wide cylindric lens that ensures excellent protection and performance. The thick temples with one long aeration slot, adjustable tips and nose pads, and non-slip contact points guarantee a great fit and comfort.

SP0113