Adidas launches eyewear in Specsavers exclusive deal

Adidas is to introduce its new Originals eyewear range exclusively through major specialist British retailer and optician Specsavers.

The collection, which is at “the intersection of sport and street style seen through the lens of culture”, launches this month globally in selected Specsavers stores in UK, Canada, Northern Europe, and ANZ.

Produced and distributed through eyewear giant Marcolin, the selection of 13 optical frames and three sunglasses “perfectly encapsulates the casual fashion and heritage values of adidas Originals”, the sportswear giant said. All adidas Originals frames are priced at £129.

The range also joins the 13 optical frames and three sunglasses of the exclusive adidas Sport Eyewear range, also making its debut in Specsavers stores this month.

Yuen Sum Cheung, Head of Frame Development at Specsavers, which has 2,300 mostly-franchise stores globally, said the agreement “celebrates the coming together of two distinct brands appealing to distinct customers who enjoy expressing their individuality through their personal style. Taking cues from urban street style the collection incorporates the brand’s instantly recognisable colour palette, featuring modern silhouettes and iconic adidas branding.”

Alessandro Beccarini, Style & Product Development Director at Marcolin, added: “This partnership is a big showcase for the adidas Originals Eyewear collection, and we look forward to spreading the street culture and DNA of the brand, sharing values of creativity and authenticity.”