Adidas Sunglasses S/S 2026 Preview

Retail Buyers Guide: Sunglasses S/S 2026 Retail Buyer’s Guide
Brand: Adidas
Interviewee: Adidas Eyewear Brand Team

What are the key trends in sunglasses for board sports for Spring/Summer 2026?

Power Minimalism: Structure in Soft Neutrals
Minimalist sunglasses are getting bolder, but not louder. In 2026, we see a shift toward rectangular frames that bring structure without aggression. Cream, olive, and bone tones replace stark black, softening the impact while keeping the lines clean. These sunglasses work across seasons, outfits, and moods, adapting without fading into the background.

Tortoise Revival: Classic Reimagined
Tortoise sunglasses never really went away, but this year, they return with deeper intention. Rich shades of amber, espresso, and burnt caramel are becoming the go-to color story, offering warmth and dimension across all seasons. Tortoise works as a year-round neutral, especially when paired with sculptural shapes.

Burgundy Is the New Black
As style moves away from basic monochromes, burgundy steps into the spotlight. It’s the tone you didn’t know you needed subtle, deep, and more expressive than black or brown. In 2026, burgundy sunglasses add just the right amount of intrigue without overpowering the face.

Oversized, Refined
Oversized sunglasses are still in but exaggerated designs are out. What matters now is proportion and intention. Big frames should feel sculpted, not overwhelming.

Which segment of your 2025 offering is selling best and why?
In 2025 there was a big push in the sport world. Specifically for our Performance cluster we saw excellent results from our adidas Sport Eyewear Dunamis collection. Launched during the Paris 2024 Olympics, the first DUNAMIS model introduced a new era of technical eyewear built to support athletes with precision fit, enhanced visibility, and adaptive flexibility. The Dunamis Family continues to evolve, most recently with DUNAMIS PRO and DUNAMIS EVO, offering tailored comfort and performance for every athlete, at every moment.

What frame shapes and colors will you offer in your SS26 collection?
The Spring/Summer 2026 adidas Eyewear collection delivers technicality across Performance and Active segments. Sun shapes prominently feature shield designs for an expanded field of view, including the minimal rimless KAPHIROS and the full-rim KENTRO suggested for running, plus the bold, wide ALKATOR which offers a structure particularly suggested for cycling. Active sun styles introduce rectangular and feminine slightly oval options. The Optical range offers versatile shapes like easy-to-wear rectangular and modern squared frames, featuring premium materials such as Titanium in certain styles. Regarding colors, the strategy is based on integrating the industry’s trends with adidas collection palette to create a head to toe look for sport events.

What materials are you using in your SS26 collection?
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, along with fun seasonal colors inspired by adidas’ core collections and industry’s trends.

What lens technologies will you offer in your SS26 collection? 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 hydrophobic and oleophobic coatings and they are all high definition. Additionally, we continue to incorporate photochromic lenses in some styles of the collection.

Which lens colors and tints will you be offering in SS26?
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 SS26 marketing stories?
The hero product for the advertising campaign is the KENTRO (SP0123), which is the “celebration of everyday running”. This message highlights consistency: “It’s not a marathon… it’s just Tuesday. But every day deserves your best run”. Next to KENTRO, the collection features the KAPHIROS, a rimless style lightweight and flexible which name evokes essence of movement and agility, and ALKATOR, a bold and wide style which offers an expanded view and a name that recalls strength, power and victory.

How will you support 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 2025’s adidas Dunamis, Dunamis PRO & Dunamis EVO, we also provide digital assets for a complete, 360° activation.

Key Products:

Dunamis EVO (SP0106):
DUNAMIS EVO represents a step forward in terms of stability within the line. It’s a curved shield frame designed to ensure solidity and grip even at high intensity, thanks to a new upper bar that reinforces the structure and increases its rigidity. The fully adjustable nose pad allows for a precise and personalized fit in every direction, while the temple tips — also adjustable — are coated with a high-grip material for impeccable hold. The enlarged adidas logo is clearly visible on the temples and also engraved on the front.

SP0106_02A

Dunamis EVO S (SP0107):
This small version of the Dunamis EVO style was created to meet the needs of athletes with narrow facial shapes and features. Research and development have allowed us to dedicate the high technology of the Dunamis Evo style to a smaller frame to ensure a perfect fit. A new stability bar and adjustable nose piece that can be adjusted in all directions, the ventilation system of the temples, and the slot on the top of the frame front are elements that guarantee maximum performance. The carefully treated lenses improve comfort and adaptability to different weather conditions and sport needs.

SP0107_02L

ANEMOS (SP0103):
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

SP0103_02G