By BIG DOG TIM BAINES
Under Armour Eyewear has really tuned into the golf market with its Tuned Golf lens.
They’re sure not your normal sunglasses.
We’ll let Paul Herman, Eyeking’s western regional sales co-ordinator, explain: “Last year we had our Game Day lens – it’s the enhancement which makes the green pop, the ball pop. This year we’ve done the Tuned, it’s Game Day on steroids pretty much.
“You’re going to be able to track the ball coming off your club a little better, you’ll be able to track down the flag better. But the big difference is the layout of the course. We wanted something where I know where the fairway starts, I know where it ends and I know where the rough starts. I know where the medium rough ends and it goes into the thicker rough. Where you get the really big benefit is on the green, being able to read that putt a little better.”
Believe me, they work. The contrast is there.
“The best way we describe it is there are certain conditions in the environment and what we want to do is tune the lens to enchance those features,” said Herman. “Think of an equalizer on the radio. If you’re listening to rock music, you want to have the rock setting – you want to highlight the bass, the treble. If you’re listening to jazz music, you don’t want it on the rock setting, you want to highlight more of the trumpets. That’s what we’ve done for the lens. We’ve tuned it so in that environment, it’s going to give you the best reception and best output for your eyes.
“It’s golf specific, it’s something you want to wear on the golf course. We’ll have a baseball one, the one you’ll want to wear when you’re playing baseball.”
Eyeking has been making sunglasses for Under Armour for six years.
“You can have the best technology, but if it’s not a style somebody wants to wear, nobody is going to wear it,” said Herman. “Under Armour is all about performing on the field, but also off the field. “We’re not one of those where we just stamp a logo on the sunglasses – there’s a lot of time, dedication and technology that goes into this. That’s incorporated into adjustable nose pieces, adjustable temples – these will give you a little flex so you don’t get that pinch behind your ear. Everybody’s face is different. We want to have an option that can adjust on the fly so it’ll fit more faces.
Also new is the Recovery lens, which has a soothing and calming effect.
“What’s it’s doing is it causes your eyes to relax,” said Herman. “Your eyes are muscles, you’re using them when you’re out there playing golf or whatever you’re doing. But after, what are you doing to recover your eyes, what are you doing to regenerate them so you can perform at your peak tomorrow? If you’re not taking care of your eyes … you can be the best athlete in the world, but if you can’t see, it doesn’t matter how much talent you have, you can’t perform. It’s going to help you relax and get your eyes back to the right state where you need to be.”
For more info, check out www.eyeking.com/brands/under-armour-eyewear.