Posted in Press Releases

GUNNAR Optiks Launches Digital Performance Eyewear In Select Best Buy Stores Nationwide
New Product Category Features Computer and Gaming Eyewear to Enhance Consumers’ Digital Experience

SAN DIEGO – April 1, 2011
GUNNAR Optiks® today officially announced a new product category in the Consumer Electronics industry – Digital Performance Eyewear. Available now in select Best Buy locations across North America, the Digital Performance Eyewear category features GUNNAR’s Advanced Computer Eyewear and Advanced Gaming Eyewear.

Traditionally found only in the optical industry, this launch marks the first time Digital Performance Eyewear will be available in a national consumer electronics retailer. “Today’s consumer is tech savvy,” said Rob Aarnes, President of GUNNAR. “As digital devices continue to put more and more strain on our vision, it’s only natural that our specialized eyewear is made available wherever those devices are sold. It will undoubtedly be an explosive growth segment for consumer electronics retail.”

According to the American Optometric Association, 80% of the nation’s workers, approximately 125 million people, experience negative effects from prolonged viewing of computer screens. Developed and tested in partnership with leader in optics technology, Carl Zeiss Vision, GUNNAR’s specialized lens technology helps to alleviate the effects of digital eyestrain by improving contrast, minimizing distortion, enhancing vision and reducing dry eye.

Each style enhances optical performance to give users an immediate, noticeable visual advantage using i-AMP® lens technology. This advanced lens innovation is an optical platform that includes the following components:
• The Lens – diAMIX™ lens material offers an optically pure viewing experience with ultra-light, impact-resistant, ergonomic properties.
• The Shape – fRACTYL™ lens geometry mimics nature to aid natural focusing power, allowing cilliary muscles to relax, easing eyestrain caused by mid-to-near-distance viewing. Additionally, the wrapped geometry of the lens sits close to the face, helping to maintain healthy humidity levels in the eye.
• The Coatings – iFi lens coatings include an anti-reflective layer to reduce glare and reflections, hydrophobic and oleophobic layers to protect from smudges and fingerprints, and a final hard coat to protect from environmental damage and mimimize scratching.
• The Color – iONiK lens tint is designed to filter out harsh fluorescent light and shift the light to a warmer, more natural spectrum.

Multiple styles of GUNNAR Optiks’ Advanced Computer Eyewear and Advanced Gaming Eyewear are now available, including the PPK, SteelSeries Scope and MLG Phantom. Retail prices range from $79.99 to $99.99 MSRP. The GUNNAR Optiks line of eyewear is also prescription-ready, facilitated by Zeiss across approximately 15,000 eye care providers nationwide. Customers interested in purchasing GUNNARs can easily be referred to an approved eye care professional for prescription eyewear. The consumer electronics and optical channel collaboration presents a unique effort and a one-of-kind business opportunity for GUNNAR and Carl Zeiss Vision.

In addition to Advanced Computer Eyewear and Advanced Gaming Eyewear, both parties are in talks about placing Premium 3D Eyewear into the store to support the first shipments of passive 3D TV sets, hitting the shelves at the end of the month.

“Our goal is to see a consolidated eyewear retailing area in every consumer electronics store,” continued Aarnes. “While the concept of selling all categories of Digital Performance Eyewear has been successfully tested in regional chains, this launch represents GUNNAR’s first step in having a nationwide presence.”

To learn more about GUNNAR Optiks and to find a Best Buy location that carries GUNNAR Optiks eyewear, please visit:

A press kit containing Fact Sheet, product FAQs and other assets may be downloaded by clicking here (2MB).

About Computer Vision Syndrome
Computer Vision Syndrome (CVS) is a visual condition that negatively impacts 125 million computer users according to the American Optometric Association. A study by the Vision Council of America concluded that nearly 90 percent of those who use a computer at least three hours a day suffer vision problems associated with computer-related eye strain. A 2004 study at the University of Alabama-Birmingham investigated the link between productivity and exposure to computer screens and found that uncorrected computer vision, even when there are no symptoms, can significantly affect worker productivity and accuracy. With subjects that had focal problems measuring as little as 0.5 diopters, the loss in worker productivity was 8.9 percent, while loss in accuracy measured 38.1 percent. (Daum, 2004)

About GUNNAR Optiks
GUNNAR Optiks, LLC engineers and produces Digital Performance Eyewear, eyeglasses that enhance and work with the human visual system when viewing computer screens and digital devices. GUNNAR, a privately held company, was founded in 2005 and officially launched Digital Performance Eyewear in the United States in October, 2008. For more information, please visit

GUNNAR, the GUNNAR logo, and i-AMP are registered trademarks of GUNNAR Optiks, LLC. All other trademarks are the property of their respective companies. Copyright 2010. GUNNAR Optiks, LLC. All rights reserved.

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