KNOCKAROUND SUNGLASSES 2025 PREVIEW

How was the sunglasses market overall in 2024?

2024 was a great year for Knockaround. Despite economic challenges in the retail market, we increased our brand presence by over 30% across all wholesale channels and pioneered new channels in golf and licensed U.S. sports leagues

What new trends have you seen for sunglasses in board sports for 2025?

Athlesuire and affordable sunglasses are the trends for 2025. Consumers are finding it difficult to spend $200+ on sunglasses that break easily, and instead turning to Knockaround for quality and affordable products.

Which segment of your 2025 offering do you expect to sell best and why ?

Our core assortment of mid-range products continues to outperform the competition due to their quality and price point. Our fastest growing segment however is our new Knockterra performance sport lens featuring in our Kinetics, Flight Paths, and Campeones frames.

 What new frame shapes and colours are in your 2025 offer?

Kinetics are the new performance frames, offering advanced Knockterra lens technology at an affordable price

High Stakes were designed for watersports, including a wraparound frame, polarized lens with anti-seawater coatings and rubberized arms!

Love & Haights are a new lifestyle frame featuring circular wire frames in classic colors, bring style and luxury at an affordable price.

 Which lens technologies from your 2025 offer are most in demand?

Our Knockterra and Knockterra+ lenses are our performance lens technology. Purposely non-polarized for better depth perception, the lens provides superior clarity along with oleophobic and hydrophobic coatings to shed water, sweat or oil.

Our Knockterra+ lens includes color-enhancing lenses made for golfers and athletes, designed in partnership with PGA Champion Joel Dahmen.

Have you introduced any new lens colours and tints in your 2025 offering?

Our Knockterra+ lens, featuring color-enhancing lens technology, offers new lens colors in Moonshot blue and Rose

Any noteworthy sustainable practices in your production and shipping processes this year?

For every pound of plastic we use in production, we remove a pound of plastic from waterways elsewhere. To coordinate this massive collection goal, we work with 4ocean to help employ captains and crews all over the world who work seven days a week removing debris from oceans, rivers, and coastlines. 4ocean audits the collection amounts to ensure our status as Plastic Neutral is accurate and verified.

Achieving plastic neutrality has been a goal of ours for a long time. In 2022, by collecting 36,000 lbs of ocean-bound plastic, we finally got there. But that was just the start. In 2024, we’re aiming to collect 63,000 lbs of ocean-collected plastic. That’s the equivalent of about 2,835,000 plastic water bottles, or 44,100,000 plastic bags, or 31,500,000 plastic straws. In other words: finding a lot of stuff that we definitely don’t want in the water, and keeping it out of the water.

What are your marketing stories?

Knockaround’s name came from our founder, Adam “Ace” Moyer. Growing up, Ace’s father had a pair of sneakers he nicknamed his “knockaround shoes” – they were dependable, versatile, and when they needed to be replaced, they didn’t break the bank. Ace took that same approach to sunglasses with the goal to make fun, affordable and quality sunnies for all!

How are you supporting retailers to sell this category?

We offer Point of Purchase displays that are a real help for selling sunglasses along with a digital asset support: we have 4 types of displays:
– Floor display: 60 – 72 pairs

– Floor display: 144 pairs
– Countertop display: 24 pairs

– Countertop display for performance lens to be displayed in box