SHRED. to debut its brand new lens technology developed in collaboration with the MIT Sports Lab at Beijing Olympics
Over forty skiers and snowboarders competing in the 2022 Olympic Winter Games will be relying on the lens technology developed through the partnership between the independent brand and the MIT Sports Lab. This goggle line will also be the first ever in the history of the games to feature a strap made with recycled plastic bottles.
Park City, Utah—February 3rd, 2022—SHRED. is proud to debut its brand new lens technology: Contrast Boosting Lens 2.0 and provide its athletes with its latest innovation as they fight for medals in the world of sports’ biggest stage.
“This lens technology has been five years in the making and we are extremely proud and excited for the launch to happen when it counts the most,” explains SHRED. Cofounder, Chairman, and two-time Olympic champion skier Ted Ligety. “Thanks to the findings of the research performed by students and researchers at the MIT Sports Lab, we were able to push the boundaries of our lens innovation and develop our Contrast Boosting Lens™ 2.0. We are confident we will set a new standard by enhancing the safety, performance, and fun of world-class athletes and recreationalists in a way that has never been seen before.”
Since its creation in 2015, the MIT Sports Lab has been at the forefront of exploring the intersections of sports and technology. Founded by MIT Lecturer Christina Chase and Professor of Mechanical Engineering Anette (Peko) Hosoi, the program is committed to building a community of faculty, students, industry partners, and athletes that pushes the boundaries of science and engineering. Students and researchers at MIT have been working with Shred since 2016 to enhance how ski and snowboard goggle lenses perform in flat light conditions.
SHRED. Contrast Boosting Lens™ (CBL) technology uses a special dye in the lenses to create specific tints that enhance image definition, contrast, and the vividness of colors. SHRED. Cofounder, CEO, materials engineer, and MIT Sloan MBA Carlo Salmini explains “The students and research team at the MIT Sports Lab found that the vision under flat light conditions was significantly improved by using a polarizing filter, information which played a crucial role in the development of this new technology.” Salmini adds “With our brand new Contrast Boosting Lens™ 2.0 we are launching a new formulation and we are pairing it with a partially polarizing filter to further maximize vision performance in all terrain, weather, and light conditions by cutting adverse glare while still allowing the vision of ice surfaces on the slopes.”
The goggle line used by SHRED. athletes in the 2022 Olympic Winter Games will also feature a strap made of recycled plastic bottles. “We were the first to launch this kind of innovation in the fall of 2021 and we have already sold out of all the goggles we made with this innovative approach.” explains Ted Ligety. “We then decided to take this another step further and give the line the best visibility one can have, which is to have our team wear it in the Olympics. The goal is to inspire other industries and product categories to do the same. If a small and independent brand can do it, everyone else can too“. 84% of the strap is made with recycled plastic bottles, which will allow SHRED. to recycle about 170 plastic bottles every 100 pairs of goggles made.
Skiers, snowboarders, and mountain bikers are often intimidated by the challenges they face. SHRED.’s unique eyewear and protection design and technology boost your confidence so you perform at your best, reach to the next level, feel like a pro, and have fun. Founded in 2006, the independent brand aims to inspire change, reimagining how optics and protective equipment look and perform. Today, SHRED. products are sold and distributed in forty countries and backed by athletes across the globe. To learn more, visit shredoptics.com.