Innovative Eyewear, Inc. announced that through an agreement with Authentic Brands Group, it had licensed the Reebok brand for smart eyewear.

Innovative Eyewear is a manufacturer and retailer of smart eyewear under the Lucyd, Nautica and Eddie Bauer brands. Authentic also owns Nautica and Eddie Bauer.

“We are pleased to partner with Lucyd to pioneer Reebok’s smart eyewear offering,” said Steve Robaire, EVP of Reebok International at Authentic. “Reebok is known for delivering innovation across all of its product categories. Through Lucyd’s Bluetooth technology, we reinforce the brand’s standards in this emerging category.”

“Few names are as renowned as Reebok in the athletic marketplace,” said Harrison Gross, CEO of Innovative Eyewear, Inc. “Our forthcoming Reebok smart eyewear collection, powered by Lucyd, will continue Reebok’s legacy of bold and beautiful craftsmanship coupled with innovation and will align perfectly with today’s active lifestyles.”

Gross continued, “We believe sports enthusiasts are seeking designer eyewear that both protects their vision and allows them to remain connected to their digital lives in an open-ear, hands-free format. There are four major segments of the eyewear market: ready-to-wear sunglasses, prescription eyeglasses, safety glasses, and sport glasses, and our company aims to upgrade all of these categories with our cutting-edge smart features. Our partnership with Authentic for Reebok represents a significant step towards revolutionizing the sports eyewear segment with convenient access to info and audio content and freedom from reliance on phone screens made possible by our Bluetooth frame technologies.”

Reebok’s first smart eyewear collection for men and women will launch early in 2024.